ADVERTISING MEDIA.

ADVERTISING MEDIA

Copyright © Texas Education Agency, 2012. All rights reserved.
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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. Explain that advertising is ALWAYS paid for. This differs from publicity as most of the time publicity is not paid for. There are differences in promotional (or product) advertising and institutional advertising. Institutional ads are used not only to create a better image for the company but also to connect the company with a good cause. Have students give examples of companies who use institutional advertising. Example: Yoplait yogurt and breast cancer awareness. Discuss infomercials and ask the students if sometimes they thought they were watching a television program instead of an ad. Discuss how infomercials influence their viewers. Discuss what future the students think the infomercial has. Copyright © Texas Education Agency, All rights reserved.

Media- The agencies, means or instruments used to convey advertising messages. 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. Briefly go over Print media and tell students you will go into detail shortly. Ask students to try and name all types of transit advertising. Then tell them that Transit Advertising includes trains, taxis, and buses; ads on public benches, bus stop shelters, kiosks, newsstands, public school buses, subways, train stations, and airline terminals. It is economical and has a defined market, usually in urban areas. Copyright © Texas Education Agency, All rights reserved.

Institutional Advertising vs. Product or Promotional advertising
There are differences in promotional (or product) advertising and institutional advertising. Institutional ads are used not only to create a better image for the company but also to connect the company with a good cause. Have students give examples of companies who use institutional advertising. Example: Yoplait yogurt and breast cancer awareness. Copyright © Texas Education Agency, All rights reserved.

Institutional advertising
Form of image advertising intended to change the public perception of a company in relationship to an issue such as the environment, health, product safety, or some public issue. It is an attempt to create a positive public awareness of a company and distinguish it from competitors. Example: Yoplait yogurt and breast cancer awareness. Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Product/Promotional advertising
The art of building and maintaining product awareness with potential buyers. A good advertising program educates potential customers on why they need the product, how it is used and the benefits derived from its use. Products are also used in conjunction with events that fit their image to advertise the product. Example would be Mercedes Benz sponsorship of a major golf tournament Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Types of Print Media Newspaper Magazine Direct Mail Directory Advertising Outdoor Advertising Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

newspaper Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Magazines Magazines are distributed locally, regionally or nationally and can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is magazines are often printed a month or two in advance of publication. Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Direct Mail There are two types of direct mail. Mail sent to a home Electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Directory ADVERTISING
Advertising that appears in a specialized directory classified according to some purpose. Although the most commonly known classified directory is the Telephone Yellow Pages, some 7000 classified directories of various types are published in the U.S. each year-by real estate locators, trade associations, chambers of commerce, industrial groups, government agencies, newspapers and advertising services, and other organizations. Each directory features advertising aimed at the publisher’s specialized field. As compared to other forms of media, directory advertising is usually less expensive and provides advertisers with the opportunity to call attention to their product or service at a time when the customer is actively looking and prepared to buy. Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Outdoor advertising Advertising on signs that are located outdoors in public places. Outdoor advertising, one of the oldest and most enduring forms of advertising, can be broadly identified as any sign that publicly displays advertising or identifies something, such as a sign for a restaurant or other place of business. More specifically, though, the term has come to represent the advertising medium we casually call billboard advertising. Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Types of TRANSIT Advertising
Car Cards found inside the vehicles Outside Posters or Car Wraps located on outside of vehicles Station Posters located in carrier terminals Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

Types of TRANSIT Advertising
Transit advertising is offered at relatively low cost, with cost per thousand approximating $.50 inside vehicles and $.10 to $.15 outside. Additionally, transit advertising reaches a mass audience with a high rate of repetition and can be geographically selective. Approximately $150 million is spent annually on transit advertising in more than 75,000 vehicles in approximately 400 urban markets. Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers. Copyright © Texas Education Agency, All rights reserved.

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 The average person will spend 10 years watching television. Television advertising allow companies to direct their advertising messages to audiences with a specific interest. Disadvantages to TV ads are extremely high costs. Super Bowl ads cost an average of $3.25 million. Copyright © Texas Education Agency, All rights reserved.

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 Ask students to write down 5 products. Then ask them to identify the type of radio station on which they would advertise. Copyright © Texas Education Agency, All rights reserved.

Identify and evaluate elements of advertising Media
Audience Impression Frequency Cost Per Thousand (CPM) Media planners must be concerned with the correct medium to use as well as the costs, plus how to measure overall advertising effectiveness. Advertisements are evaluated by these four key elements. First is the audience- the number of homes or people exposed to the ad is taken into consideration. Then the impression is evaluated by the consumers who hear or see an ad a single time. Finally, ads are evaluated by the frequency. Knowing the potential audience, how frequently your advertisement will be seen or heard, and CPM can tell you whether the rates charged by various media are right for your advertising budget. Copyright © Texas Education Agency, All rights reserved.

ADVERTISING MEDIA.

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