Section 19.1 Advertising Media Chapter 19 Advertising Advertising Media Section 19.1 Advertising Media

Advertising and Its Purpose Advertising Media Objectives Explain the concept and purpose of advertising in the promotional mix Explain the different types of advertising media Discuss the planning and selection of media Key Terms promotional advertising institutional advertising media print media transit advertising broadcast media online advertising specialty media media planning Advertising and Its Purpose In advertising, advertisers control the message, where it will be seen or heard, and how often it will be repeated. Marketing Essentials Chapter 19, Section 19.1

Promotional and Institutional Advertising promotional advertising Advertising designed to increase sales. There are two main types of advertising: Promotional Institutional Promotional advertising is when the goal is to increase sales. It can: Introduce a new business Change a company image Promote a product Encourage the use of a particular service Marketing Essentials Chapter 19, Section 19.1

Promotional Advertising

Promotional and Institutional Advertising The process used to try to create a favorable image for a company and foster goodwill in the marketplace. Institutional advertising X tries to create a favorable image for a company and foster goodwill in the marketplace. Connecting a company’s name to a worthy cause makes a favorable impression on its customers. Marketing Essentials Chapter 19, Section 19.1

Mass Advertising Versus Targeted Advertising Mass advertising enables companies to reach large numbers of people with their messages. Advertisers can also carefully target their messages to select audiences in a process known as targeted advertising. Mass marketing uses a single approach or marketing plan to reach all of its customers. Marketing Essentials Chapter 19, Section 19.1

Cooperative Advertising You may be able to save on your promotional budget by arranging for cooperative advertising. cooperative advertising - an arrangement in which advertising costs are divided between two or more parties Marketing Essentials Chapter 19, Section 19.1

Let’s try it! In your table groups, use the magazines available or the Internet and quickly find an example of the following: Promotional advertising Institutional advertising Mass marketing Cooperative advertising 1st team to finish wins!

The Big Picture Study Organizer Marketing Mix Place Product Price Promotion Unit 8 Price Planning Unit 5 Personal Selling Unit 6 Ch 19, 20 Advertising Unit 6 Ch 17 Publicity Ch 17, 18 Sales Promotion Unit 7 Distribution Unit 10 Product Planning Types of Media Print Broadcast Online Specialty

Types of Media media The agencies, means, or instruments used to convey advertising messages to the public. Media X are the agencies, means, or instruments used to convey advertising messages to the public. The four general categories are: Print Broadcast Online Specialty Marketing Essentials Chapter 19, Section 19.1

Print media X includes: Newspapers Magazines Direct mail Signs Billboards print media Newspapers, magazines, direct mail, signs, and billboards used in advertising. Marketing Essentials Chapter 19, Section 19.1

Print Media Newspaper ADVANTAGES DISADVANTAGES high circulation options for ad placement size, and frequency. response from coupons can be dated & easily tracked inexpensive can be less appealing due to the b/w shoppers are local papers that contain little editorial content but are delivered free to local residents. Marketing Essentials Chapter 19, Section 19.1

Print Media Magazines ADVANTAGES DISADVANTAGES generally have longer life span realistic, appealing due to quality expensive must be submitted weeks (or even months) before publication

The two types of direct marketing are: Print Media The two types of direct marketing are: Printed direct mail sent to a home or business Electronic direct mail sent to an e-mail address Printed direct-mail advertising can take many forms, such as: Newsletters Catalogs Coupons Samplers Invitations Direct mail yields a low level of response, and poorly planned campaigns often yield less than a one-half percent response. It also has a negative “junk mail” image. The cost of printed direct-mail advertising can be high. Marketing Essentials Chapter 19, Section 19.1

Directory Advertising Print Media Directory Advertising Print Media is one of the oldest and most effective forms of advertising. ADVANTAGES DISADVANTAGES inexpensive telephone directories found in 98% of all homes & kept for at least a year. advertisers cannot adjust their information, offers, or message until a new directory is distributed. Marketing Essentials Chapter 19, Section 19.1

Online Advertising Pop-up Ads Banner Ads A banner ad is a form of advertising on the Internet. This entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the web site of the advertiser. The banner often uses animation or sound to maximize presence. Pop-up ads are a form of online advertising intended to increase web traffic or capture email addresses. It works when certain web sites open a new web browser window to display advertisements. Pop-up Ads Banner Ads

Specialty Media ADVANTAGES DISADVANTAGES relatively inexpensive if the items are useful and practical, they may be seen often. distribution of the items is usually limited; may be given to people who would never consider patronizing the business specialty media Relatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties. Marketing Essentials Chapter 19, Section 19.1

Other Advertising Media Other innovative means of transmitting messages to potential customers include: Sports arena billboards Ads in movie theaters and home video rentals Ads on hot air balloons and blimps Skywriting Marketing Essentials Chapter 19, Section 19.1

Media Planning and Selection Media planning X is the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective. To establish the media plan, advertisers address three basic questions: Can the medium present the product and the appropriate business image? Can the desired customers be targeted with the medium? Will the medium get the desired response rate? media planning The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective. Marketing Essentials Chapter 19, Section 19.1

Review Questions What are two types of advertising? What are four different types of print media? What is mass marketing? What is cooperative advertising? What is media planning?

Lesson Extension Activity Choose a partner to work with & select a print advertisement from the ones provided. Analyze the ad and record your reaction to the following: Who do you think the ad is targeted to? What indicators helped you form an opinion of the target audience? What magazine would you guess this ad would appear in? 3) Next, in a very simple sketch & a written explanation of your analysis, discuss how you would alter this ad to fit a different target market? Be specific. Be prepared to present to the class and hand in tomorrow.