Advertising Media Chapter 19.1

Main Idea  Advertising is an important element of promotion. Businesses use different types of advertising media to promote their images, products, and services.

Key Terms The goal to increase sales Promotional Advertising Tries to create a favorable image for a company and foster goodwill in the marketplace. Institutional Advertising Agencies, means, or instruments used to convey advertising messages to the public. Media Includes advertising newspapers, magazines, direct mail, signs, and billboards; one of the oldest and most effective types of advertising. Print Media

Key Terms Can be found on public transportation Transit Advertising Encompass radio and television commercials Broadcast Media A form of advertising that uses either or the World Wide Web. Online Advertising Giveaways or advertising specialties. They are relatively inexpensive, useful items featuring an advertiser’s name or logo Specialty Media

Key Terms Process of selecting the advertising media and deciding time or space in which the ads should appear to accomplish a marketing objective. Media Planning

Promotional and Institutional Advertising  The targets of promotional advertising are consumers or business-to-business customers.  Promotional advertising can introduce a new business, change a company image, promote a new product, advertise an existing one, or encourage the use of a particular service.

 Sometimes the goal of promotional advertising is to encourage potential customers to ask for information, call for an appointment, go online, or enter a store. Promotional and Institutional Advertising (cont.)

Advertising Media Magazines and Newspapers –Magazines offer a high level of reader involvement and messages that can be seen repeatedly. Online magazines represent a new advertising opportunity for marketers. Newspapers are a convenient way for a local advertiser to present a message in a selected geographic area. Direct Mail –Direct-Mail advertising sends a message directly to your home or computer. It encourages customers to try new products and usually offers an incentive for doing so. Transit Advertising –Transit advertising uses public transportation facilities and vehicles to bring messages to people.

Types of Media Newspapers, magazines, direct mail, signs, billboards Print Television and radio Broadcast and Internet Online Sweepstakes and raffles Specialty

Print Media Includes advertising in newspapers, magazines, direct mail, signs, and billboards. The is one of the oldest and most effective types of advertising.

Newspaper Advertising An important advertising outlet Various papers –Daily Papers (Local Paper) – Orlando Sentinel –Shoppers – local papers that is free – The Leader –National papers - distributed throughout the country, example The Wall Street Journal

Newspaper Advertising Advantages: – Readership is high –The market is known therefore advertisers can target their market –Response to ads and coupon sales can be tracked because it is dated –Advertising cost is low

Newspaper Advertising Disadvantages: – Limited shelf life –Delivery is sometimes outside of target market –Some newspaper is mostly in b&w and ads are less visually appealing in b&w

Magazine Advertising Magazine are distributed locally, regionally, or nationally. They can be published as weeklies, monthlies, and quarterlies. Time is an example of a national weekly magazine Southern Living is an example of a regional magazine Advertising Age is an example of a business-to business or trade publications

Magazine Advertising Advantages: – Longer life span than newspapers because consumers tend to keep magazines –Magazines are printed in color and better print quality than newspaper –Various presentation formats – full page ads, two page spreads

Magazine Advertising Disadvantages: – Cost is higher than newspapers –Magazines are printed a month or two in advance of publication

Direct Mail Direct marketing is a highly focused form of advertising. The two types of direct marketing and printed direct mail sent to a home or business and electronic direct mail delivered to an address. Such direct marketing is a good way to keep current customers aware of new products, services, and upcoming sales It is also a cost effective way to generate leads and qualify prospective customers. Direct mail includes newsletters, catalogs, coupons, special sales events and invitations to name a few.

Direct Mail Printed direct-mail advertising takes many forms, including newsletters, catalogs, coupons, samplers, price lists, circulars, invitations to special sales or events, letters, and more. The success of direct-mail advertising depends on carefully selecting its target. Direct mail is most effective with existing customers. Direct mail advertising enables advertisers to be highly selective about who will receive the mailing and when the person will receive it. Direct mail advertisers have a wide choice of printed advertisement format, such as letters, catalogs, and postcards—limited only by postal regulation.

Direct Mail There are disadvantages to direct mailing. It can yield a low level of response in relation to the number of items sent. A return of 10% for printed direct mail us usually considered excellent. Direct mail also has an image problem. Many people think of printed or electronic direct-mail advertising as junk mail. The cost of printed direct mailing can be high because it includes producing and printing each piece of the mailing, collating it, buying mail lists, and paying for postage to send it.

Directory Advertising The best example of a directory that accepts advertising is the telephone directory. An advantage of directory advertising is that it is relatively inexpensive and can be used to target all demographic groups. The advantage is also a disadvantage because advertisers cannot change the message, offers, or information until the next directory is distributed which is only yearly.

Outdoor Advertising Local, regional, and national business use outdoor signs for advertising The two types of outdoor signs are: non- standardized and standardized Examples of standardized outdoor signs are: posters, painted bulletins, and spectaculars. Outdoor Advertising is highly visible and inexpensive. It provides a 24 hours-a day, 7 days a week message, and can be located to reach specific target markets. Outdoor advertising is often restricted to roadways and area zoned for commercial and industrial uses.

Broadcast Media Radio and Television Television Advertising is the ultimate advertising medium for many businesses because it can combine all the creative elements necessary—sight, sound, action, and color. Most television advertisements are second spots A Disadvantage of television advertisement is that it is expensive

Broadcast Media Radio Advertising reaches out to a wide range of people. More than 10,000 AM and FM radio stations reach 96% of all people age 12 and over in a given week. Radio is a mobile medium that can be heard everywhere. It is also timely, radio advertisers can update their messages, ads, and offers daily, even hourly. Radio has the immediacy of newspapers without the high production costs of television. A disadvantage is that products and services can only be heard and not seen.

Online Advertising Online advertising is a form of advertising that uses either or the World Wide Web Online advertising is inexpensive but most people consider it junk mail. It includes banner & pop-up ads

Specialty Media Specialty media are called giveaways or advertising specialties Relatively inexpensive Features advertiser name or logo Examples are hats calendars, pens etc.

Media Planning and Selection Advertisers use three basic questions to establish the media plan and select the right medium to use: 1.Can the medium present the product and the appropriate business image? 2.Can the desired customers be targeted with the medium? 3.Will the medium get the desired response rate?