WF SEM I 3.02 Advertising Advertising

Terms Advertising: Any paid, non- personal form of communication by an identified sponsor Advertising: Any paid, non- personal form of communication by an identified sponsor Examples include: TV commercials, magazine advertisements, direct mail, and the Internet Examples include: TV commercials, magazine advertisements, direct mail, and the Internet

Forms of Advertising Print: newspaper and magazine Print: newspaper and magazine Broadcast: radio and television Broadcast: radio and television Direct mail Direct mail Out of Home Out of Home Specialty Specialty Endorsement: approval by external source Endorsement: approval by external source Testimonial: statement by user of the product Testimonial: statement by user of the product

Types of publication media Newspapers Newspapers Magazines Magazines Flyers Flyers Brochures Brochures

Types of broadcast advertising Television Television Local broadcast affiliates Local broadcast affiliates ABC/NBC/CBS/FOX ABC/NBC/CBS/FOX Cable networks Cable networks ESPN/BET/CNN/FX ESPN/BET/CNN/FX Radio Radio Local radio stations Local radio stations Satellite radio Satellite radio

Types of direct-mail advertising Letters Letters Brochures Brochures Coupons Coupons

Types of Advertising on the Web Banner ads Banner ads Pop-up ads Pop-up ads

Types of out-of-home media Focuses on consumers “on the go” Focuses on consumers “on the go” Billboards Billboards Street furniture Street furniture Transit Transit Alternative Alternative

Specialty advertising Include “everyday” items with a company name written on them Include “everyday” items with a company name written on them Examples include: calendars, pens, magnets, and coffee mugs Examples include: calendars, pens, magnets, and coffee mugs

Examples of "other media” Examples include: blimps, supermarket carts, hot air balloons, and in-theater advertisements Examples include: blimps, supermarket carts, hot air balloons, and in-theater advertisements

Advantages of print advertising Newspapers: most common and the most cost effective type of print media Newspapers: most common and the most cost effective type of print media Most effective for local businesses that are trying to reach a specific geographical market Most effective for local businesses that are trying to reach a specific geographical market

Limitations of print advertising Material can be dated Material can be dated Long lead times till publication Long lead times till publication Decreasing readership of newspapers Decreasing readership of newspapers

Advantages of broadcast advertising Most effective form of advertising Most effective form of advertising Uses sound, motion and emotion Uses sound, motion and emotion

Limitations of broadcast advertising Very expensive Very expensive Increasingly fragmented audiences Increasingly fragmented audiences DVRs DVRs

Advantages of direct-mail advertising Able to target by geographic area Able to target by geographic area Able to target using database info Able to target using database info Impart necessary information to market Impart necessary information to market

Limitations of direct-mail advertising Low response rate Low response rate Increasingly expensive to mail Increasingly expensive to mail

Advantages of out-of-home media Can be eye-catching Can be eye-catching Audience may have no option to avoid ad Audience may have no option to avoid ad Additional medium for companies to reach target market Additional medium for companies to reach target market

Limitations of out-of-home media Difficult to measure effectiveness Difficult to measure effectiveness Can be limited by government regulation Can be limited by government regulation Message can get lost in clutter Message can get lost in clutter May be hard to narrow message to target market May be hard to narrow message to target market

Expanding Internationally Adapt promotional messages for each market Adapt promotional messages for each market Tailor language/attire/gestures & advertising Tailor language/attire/gestures & advertising Do not rely on literal translations Do not rely on literal translations

Trends in advertising media Interactive advertising Interactive advertising Product placement Product placement Social networking Social networking Online advertising Online advertising