Advertising Chapter 19

Ch 19 Sec 1 – Advertising Media The concept and purpose of advertising The different types of advertising media What you’ll learn...

Advertising and Its Purpose Any paid form of nonpersonal promotion Advertising is everywhere!

Advertising Media The avenue or methods used to deliver an advertising message.

Main Types of Advertising Media Print Media Broadcast Media Online Media Specialty Media

Print Media Written forms of advertising: newspapers magazines direct mail signs billboards

Newspaper Advertising Advantages –L–Large readership and a high level of reader involvement –A–Advertisers can target certain people –T–The cost is relatively low –A–Ads are timely Disadvantages –W–Wasted circulation –S–Short life –B–Black and white (although many papers are changing to color format)

Magazine Advertising Advantages –Can target audiences –Longer life span –Print quality is good –People keep magazines longer than newspapers –Offer a variety of presentation formats Disadvantages –Less mass appeal within a geographical area –More expensive –Deadlines make them less timely

Direct-Mail Advertising Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage- paid reply cards, and letters.

Advantages –Can be highly selective –Controlled timing –Can be used to actually make the sale Disadvantages –Low response level –People think of it as “junk mail” –Dated lists –Cost is high

Outdoor Advertising Billboards, posters, signs, or any other large printed outdoor media.

A billboard gets right to the point

Outdoor Advertising Advantages –H–Highly visible and relatively inexpensive –2–24-hour a day message and located to reach specific target markets Disadvantages –B–Becoming more restricted – increasingly regulated –L–Limited viewing time

Broadcast Media Includes radio and television

Television Advertising Communicates with sound, action, and color. Prime time is between 8 and 11 p.m. Is appealing to large companies with widespread distribution.

Advantages –Can be directed to an audience with a specific interest –Message can be adapted to take advantages of holidays and special events Disadvantages –Highest production cost of any media type –High dollar cost for the time used –Actual audience size is not assured – people leave the room or channel surf – effect of TIVO

Radio Advertising Radio reaches 96 % of people over 12 yrs which makes it very effective Best times are “drive times” – morning and late afternoon/early evening Radio

Radio Advertising Advantages –Can select an audience, such as teens by choosing the right station –More flexible than print – messages can be easily changed –It’s a mobile medium – can be taken just about anywhere Disadvantages –Short life span – when broadcast, it is over –Lack of visual involvement

Online Advertising Placing advertising messages on the Internet Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

Businesses Must Determine which media outlets best reach their target markets and achieve their promotional goals Determine which media outlets will stay within their promotional budgets.

Specialty Media Calendars, magnets, pens, pencils, memo pads, and key chains given away with advertising messages.