ADVERTISING MEDIA

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KEY TERMS Advertising- A paid-for form of communication. Promotional Advertising- When the goal is to increase sales. Institutional Advertising- Used to create a favorable image for a business. Infomercial- A long advertisement that looks like a talk show and is 30 minutes long. Copyright © Texas Education Agency, All rights reserved. 3

KEY TERMS Media- The agencies, means or instruments used to convey advertising messages. Print Media- Includes advertising in newspapers, magazines, direct mail, sign and billboards. Transit Advertising- Any advertisement that can be found on public transportation. Broadcast Media- Advertising that encompasses radio and television. Copyright © Texas Education Agency, All rights reserved. 4

KEY TERMS Online Advertising- A form of advertising that uses either or the World Wide Web. Media Planning- The process of selecting the advertising media and deciding the time or space in which the ads should appear. Audience- The number of homes or people exposed to an ad. Impression- A single exposure to an ad. Frequency- The number of times an audience sees or hears and ad. Cost Per Thousand- The media cost of exposing 1,000 readers or viewers to an advertising impression. Copyright © Texas Education Agency, All rights reserved. 5

INSTITUTIONAL ADVERTISING VS. PRODUCT OR PROMOTIONAL ADVERTISING Copyright © Texas Education Agency, All rights reserved. 6

TYPES OF PRINT MEDIA Newspaper Magazine Direct Mail Directory Advertising Outdoor Advertising Copyright © Texas Education Agency, All rights reserved. 7

BROADCAST MEDIA TELEVISION ADS Ultimate advertising medium for many businesses Combines all creative elements: sight, sound, action and color Most T.V. ads are 30 or 60 second spots Copyright © Texas Education Agency, All rights reserved. 8

BROADCAST MEDIA RADIO Reaches 96% of people 12 years and older within a week Can be heard just about anywhere Cost effective Targets specific segments of the radio listening market Radio ads are 10, 20, 30 or 60 second spots Copyright © Texas Education Agency, All rights reserved. 9

IDENTIFY AND EVALUATE ELEMENTS OF ADVERTISING MEDIA Copyright © Texas Education Agency, All rights reserved. 10

IDENTIFY AND EVALUATE ELEMENTS OF ADVERTISING MEDIA Audience Impression Frequency Cost Per Thousand (CPM) Copyright © Texas Education Agency, All rights reserved. 11

WHAT GETS TO YOU? Copyright © Texas Education Agency, All rights reserved. 12