Advertising An Element of Promotion

Lesson Objectives Explain the concept and purpose of advertising Identify the types of advertising media Discuss planning and selection of media

What is Advertising? The non-personal communication of ideas and products by an identified sponsor.

How does advertising use a set format? Advertisements are measured by time or space – A radio spot is usually 30 seconds long (time) – A newspaper ad can be 1/4 page (space)

Promotional Advertising Designed to increase sales of a company’s products Create an interest in products Introduce new products and businesses Explain a product Support personal selling efforts Create new markets

Institutional Advertising Attempts to create a favorable impression (image) and goodwill for a business or an organization Presents information about a company’s role in the community, important public issues and topics of general interest.

Medium/Media Agencies, means or instruments used to convey messages

Print Media Written form Oldest More effective Newspaper Magazine Direct Mail Outdoor Directory Transit

Broadcast Media Television Radio Internet

Specialty Media Inexpensive novelty items with an advertiser’s name “Free” with no obligation to buy Calendars Pens/pencils Hats Key chains Coffee mugs The list is endless

Other Media Sports arenas Theaters Home video rentals DVDs and CD-ROMs In-store – Electronic shelf ads – Instant coupons – Floor – Cart displays – Sound systems

Internet Advertising

TV versus Internet Advertising Television Standards for advertising to children May not pressure or mislead children Not allowed to exaggerate product characteristics advertising alcohol and tobacco products to minors is forbidden. Internet Largely unregulated No national boundaries

TV versus Internet Advertising Television Engages children only as passive consumers who just watch and listen Internet Engages children interactively, Allows them to react to the content provided by the marketer and participate in online environments

TV versus Internet Advertising Television Time slots purchased to appeal to specific markets Advertising on television has a certain "look and feel" Internet Corporations create their own programming. Build entire online environments Collect information about their present and future customers. Blended into the content of a Web site Lines are blurred between advertising, entertainment and information.

TV versus Internet Advertising Television Traditional marketing tools give advertisers audience profile Children are anonymous Internet Internet marketers can collect data through interactions: – Registration forms – Quizzes and surveys – Computer ‘cookies’

Online Marketing Strategies

Banner Ads Most obvious strategy Sometimes flashing or animated Encourages ‘clicking’ to obtain more information about products

Subtle Ads Virtual environments Key words – World – Village – Town – Clubhouse – Planet Personalization

Other Strategies Trade Characters – Brand recognition – Brand loyalty Interactive games and activities Downloadable screensavers postcards Clubs Contests

Media Planning and Selection Process of selecting ad media Deciding time/space allocation Presents the product and appropriate business image? Targets desired customer? Results in desired response rate (cost-effectiveness)

ADVERTISING An Element of Promotion