1. Advertising

2. Types
Promotional
Increase Sales
Institutional
Favorable Image

3. Media
Agencies, means, or instruments used to send an advertising message
Various Types

4. Print
Examples
Advantages/Disadvantages

5. Broadcast
Examples
Advantages/Disadvantages

6. Online
Examples
Advantages/Disadvantages

7. Specialty/Other
Examples
Advantages/Disadvantages

8. Planning and Selection
Can it represent the product or business image appropriately?
Can it reach the desired target market?
Will it get the desired response rate?

9. Other Pieces
Cost
Planning
Ability to produce
Message

10. Measuring Effectiveness
Audience=number of people exposed to ad
Impression=single exposure
Frequency=number of times seen or heard
CPM=Cost per 1,000 (Magazines and Nielsen)

11. Rates
Vary by type
Vary by size

12. Budgeting % of Sales All you can afford Competition matching
Objective and task