Promotion LAP 3 Types of Advertising Media

Objectives Describe types of advertising media. Discuss trends affecting advertising media.

Describe types of advertising media. Objective

Every day, we are exposed to hundreds of advertisements.Every day, we are exposed to hundreds of advertisements. To be successful, you must make your ads stand out and cut through the clutter.To be successful, you must make your ads stand out and cut through the clutter. To get your market’s attention, you must:To get your market’s attention, you must:  Select good copy and images for the ad.  Select the right advertising media for your product and market.

Advertising Media What are advertising media?What are advertising media?  Channels of communication  Information travels through them to consumers.

Types of Advertising Media PublicationsPublications Broadcast mediaBroadcast media Direct mailDirect mail The WebThe Web Out-of-home mediaOut-of-home media “Other” media“Other” media

Publications Materials that are printed on a regular basisMaterials that are printed on a regular basis Two types:Two types:  Newspapers  Magazines

Newspapers Reach a large audienceReach a large audience Divided into sections that are useful in promoting different kinds of productsDivided into sections that are useful in promoting different kinds of products Vary based on:Vary based on:  How often they are published  Their size  What geographic areas they cover  Whom they are intended to target

Magazines Appeal to very specific target groupsAppeal to very specific target groups Published periodicallyPublished periodically Distributed in different geographic areasDistributed in different geographic areas Classified according to the audiences they reachClassified according to the audiences they reach  Consumer magazines  Read for personal enjoyment  Business magazines  Appeal to individuals in all different industries

Broadcast Media “Time” media versus “space” media“Time” media versus “space” media  Ads last only as long as they are on the air. Two types:Two types:  Television  Radio

Television Most influential, best-selling type of advertising mediaMost influential, best-selling type of advertising media Many channels to choose fromMany channels to choose from  Network TV advertising  ABC, CBS, NBC, Fox, etc.  Reaches a very broad audience  Extremely expensive  Cable and satellite TV advertising  Targets a more specific audience  Less expensive than network TV  Local TV advertising  Popular among small businesses  Even cheaper than cable and satellite TV  Targets a small highly specific audience

Television Other options if money isn’t an issueOther options if money isn’t an issue  Infomercials  Advertising on a home shopping network  Sponsorship of a specific television program  Creation of own television channel

Radio Effective and affordable advertising mediumEffective and affordable advertising medium Can target a very specific group of consumersCan target a very specific group of consumers  Select a radio station with listeners who fit your market demographics.  Choose the time slot that makes the most sense to you.

Radio The world of radio is changing.The world of radio is changing.  Some radio networks reach listeners nationwide.  Many local stations broadcast over both the Internet and the radio waves.

Direct Mail Two forms:Two forms:  Printed mail  Delivered through the postal service  Examples: sales letters, catalogs, flyers, postcards  Relatively inexpensive  Run the risk of being considered “junk mail”  Send to the right people  Electronic mail  Delivered over computer networks to an address  Quick, easy, inexpensive  Run the risk of landing in a spam folder or being deleted  Opt-ins needed

The Web Advantages of advertising on the WebAdvantages of advertising on the Web  Target a very specific audience  Track user response  Build brand awareness  Extend your advertising reach beyond your local market Ways to advertise on the WebWays to advertise on the Web  Create a company web site.  Place ads on other people’s web sites or on portals.

Out-of-Home Media Exist to reach people when they are away from homeExist to reach people when they are away from home Poster panels (billboards)Poster panels (billboards)  Panels or boards to which advertising posters are adhered  Signs painted on the sides of buildings  Indoor billboards

Out-of-Home Media SpectacularsSpectaculars  Large, elaborate electrical signs Transit postersTransit posters  Ads on buses and bus shelters Human directionalsHuman directionals  People wearing or holding signs to advertise a business or product

Out-of-Home Media Aerial advertisingAerial advertising  Blimps  Hot air balloons  Other airborne displays

“Other” Media “Other” Media Specialty mediaSpecialty media  Remind people about your business  Must have the business’s name or logo on it  Must be a useful item  Must be given away

“Other” Media “Other” Media Directory advertisingDirectory advertising  Informs people about how to contact a business  Some target a specific geographic area.  Others target a specific group of people.

“Other” Media “Other” Media Movie theater advertisingMovie theater advertising  Increasing in popularity  On-screen advertising before presentation of feature film  Off-screen advertising such as posters and stand-ups in lobby

“Other” Media “Other” Media Product placementProduct placement  Products, brands used as movie, TV, and computer game props TelemarketingTelemarketing  Calling prospective customers on the telephone  Providing a number for people to call

“Other” Media “Other” Media DVD and CD-ROM advertisingDVD and CD-ROM advertising  Customers watch a free advertising video or use free sample computer software.

Discuss trends affecting advertising media. Objective

New Advertising Media Short messaging service (SMS)Short messaging service (SMS)  Text-message advertising  Inexpensive, easy way to target a specific audience  Drawbacks:  Unsolicited commercial text messages may anger customers.  Smishing  Opt-ins needed Stop in Today for 10% off!

New Advertising Media Virtual worldsVirtual worlds  Example: Second Life  Ways to advertise in Second Life: Put up posters in Second Life malls Put up posters in Second Life malls Rent out advertising space at special Second Life businesses Rent out advertising space at special Second Life businesses Create an avatar for the company Create an avatar for the company

Challenges for Advertisers Do-Not-Call RegistriesDo-Not-Call Registries Online pop-up ad blockersOnline pop-up ad blockers Spam filtersSpam filters PodcastsPodcasts

What About DVRs? Are DVRs (digital video recorders) a challenge for advertisers?Are DVRs (digital video recorders) a challenge for advertisers?  Maybe, since you can fast- forward through commercials.  Maybe not, because even fast- forwarded commercials may influence you.  You watch the screen closely while fast-forwarding.  You can probably identify brands in fast-forwarded commercials. ®

Unconventional Advertising Methods Hiring human billboardsHiring human billboards Naming people’s unborn childrenNaming people’s unborn children Paying adults to change their namesPaying adults to change their names Purchasing weird and unusual items on eBayPurchasing weird and unusual items on eBay

Which advertising media are you exposed to on a regular basis?  Which do you pay attention to?  Why? Focus on your business advertising.  What types of advertising media would be most useful?  Which advertising media would catch your market’s attention?  Why?

Super Bowl football games attract huge audiences. Many companies advertise during the Super Bowl to reach all these viewers. Each 30-second time slot can cost as much as $3- to $4-million. Is it ethical for a company to pay $3 million for a 30- second time slot during the Super Bowl at the same time that it is laying off workers and cutting their benefits?

MBA Research Acknowledgments Original Developers Christopher C. Burke, April J. Miller, MBA Research Version 2.0 Copyright © 2009 MarkED Resource Center

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