1. Advertising Medias
SEM

2. What is it for?
What do you notice in the ad?

3. Objectives Identify the four major advertising medias
Explain the benefits and drawbacks of each media
Identify what makes an ad successful
Recognize the five different parts of a print ad
Explain what each part of a print ad does

4. Four Major Mediums
Print
Broadcast
Online
Specialty

5. Print Media: Newspapers
In 2004, there were 1,586 daily newspapers in the U.S.
In 2011, there were 1,331.
Estimated that 55% of adults in the U.S. read a newspaper every day (2010)
Offer different sizes, locations and frequency
There is a large readership

6. Print Media: Magazines
Consumer or Business-to-Business
Are usually kept longer
Offer a variety of layouts
Full page
Two page spreads
Gatefolds
Return Cards
Inserts
There are local, regional and national magazines

7. Print Media (Positives + Negatives)
Newspapers
Large readership
Cost is relatively low
Ads lose appeal in black and white
Limited shelf life (thrown away)
Magazines
Better color and print quality
Can target audiences easier
More expensive to print
Less timely because of deadlines

8. Other Print Examples
Give an example of one you’ve seen for transit or billboard….where were you?

9. Broadcast Media: Radio
More than 10,000 AM and FM radio stations
Can reach 96% of all people age 12 and over in a given week
Can be updated daily, even hourly
Can be 10-, 20-, 30- or 60-seconds long
Announcers/actors can add excitement, drama or humor
Contain background music, jingles, slogans and sound effects

10. Broadcast Media (Positives + Negatives)
Radio
Can advertise on stations that target market listens to
Mobile medium – anywhere, anytime
Short life span
Lack of visual involvement
Television
Sound, Action, Color
Can demonstrate benefits/features
Highest production costs
People use commercial time for other things
When do you think tv ads are the most expensive?
- 7pm to 10pm
Why???

11. Broadcast Media: TV Ultimate advertising media!
Generally 30- or 60-second spots
High dollar cost for TV time
EX: 30-sec Super Bowl XLI ad cost $2.5 million

12. Online Advertising
Form of advertising that uses either or the World Wide Web
Online advertising sales totaled $9.7 billion in 2006
Most online ads appear as banners and pop-ups
Add images

13. Online Advertising (Positives + Negatives)
Can be viewed anytime, anywhere
Wide spread of recognition
Only 1 in 100 are clicked!
Difficult to measure success
Clutter
Add images

14. Specialty Advertisements
Giveaways or advertising specialties
Useful items featuring an advertiser’s name and logo
Items are practical, used frequently and placed in locations with high visibility
Examples: hats, calendars, pens, etc.
What are some other examples of things you would get for free?
Find SWAG video from the office???
What have you gotten for free?
Where was it from?
Why did they give it out?

15. SWAG!

16. Specialty Advertisements (Positives + Negatives)
Low costs
Can create instant awareness
Flexible use
Hard to reach target market
Wrong item or poor quality
Longer lead time in developing message
What are some other examples of things you would get for free?
Find SWAG video from the office???
What have you gotten for free?
Where was it from?
Why did they give it out?

17. Specialty Advertisements
What do you guys notice up here?