Every day, we are exposed to hundreds of advertisements.Every day, we are exposed to hundreds of advertisements. To be successful, you must make your ads stand out and cut through the clutter.To be successful, you must make your ads stand out and cut through the clutter. To get your market’s attention, you must:To get your market’s attention, you must: Select good copy and images for the ad. Select the right advertising media for your product and market.
Advertising Media What are advertising media?What are advertising media? Channels of communication Information travels through them to consumers.
Types of Advertising Media PublicationsPublications Broadcast mediaBroadcast media Direct mailDirect mail The WebThe Web Out-of-home mediaOut-of-home media “Other” media“Other” media
Publications Materials that are printed on a regular basisMaterials that are printed on a regular basis Two types:Two types: Newspapers Magazines
Newspapers Reach a large audienceReach a large audience Divided into sections that are useful in promoting different kinds of productsDivided into sections that are useful in promoting different kinds of products Vary based on:Vary based on: How often they are published Their size What geographic areas they cover Whom they are intended to target
Magazines Appeal to very specific target groupsAppeal to very specific target groups Published periodicallyPublished periodically Distributed in different geographic areasDistributed in different geographic areas Classified according to the audiences they reachClassified according to the audiences they reach Consumer magazines Read for personal enjoyment Business magazines Appeal to individuals in all different industries
Broadcast Media “Time” media versus “space” media“Time” media versus “space” media Ads last only as long as they are on the air. Two types:Two types: Television Radio
Television Most influential, best-selling type of advertising mediaMost influential, best-selling type of advertising media Many channels to choose fromMany channels to choose from Network TV advertising ABC, CBS, NBC, Fox, etc. Reaches a very broad audience Extremely expensive Cable and satellite TV advertising Targets a more specific audience Less expensive than network TV Local TV advertising Popular among small businesses Even cheaper than cable and satellite TV Targets a small highly specific audience
Television Other options if money isn’t an issueOther options if money isn’t an issue Infomercials Advertising on a home shopping network Sponsorship of a specific television program Creation of own television channel
Radio Effective and affordable advertising mediumEffective and affordable advertising medium Can target a very specific group of consumersCan target a very specific group of consumers Select a radio station with listeners who fit your market demographics. Choose the time slot that makes the most sense to you.
Radio The world of radio is changing.The world of radio is changing. Some radio networks reach listeners nationwide. Many local stations broadcast over both the Internet and the radio waves.
Direct Mail Two forms:Two forms: Printed mail Delivered through the postal service Examples: sales letters, catalogs, flyers, postcards Relatively inexpensive Run the risk of being considered “junk mail” Send to the right people Electronic mail Delivered over computer networks to an e-mail address Quick, easy, inexpensive Run the risk of landing in a spam folder or being deleted Opt-ins needed
The Web Advantages of advertising on the WebAdvantages of advertising on the Web Target a very specific audience Track user response Build brand awareness Extend your advertising reach beyond your local market Ways to advertise on the WebWays to advertise on the Web Create a company web site. Place ads on other people’s web sites or on portals.
Out-of-Home Media Exist to reach people when they are away from homeExist to reach people when they are away from home Poster panels (billboards)Poster panels (billboards) Panels or boards to which advertising posters are adhered Signs painted on the sides of buildings Indoor billboards
Out-of-Home Media SpectacularsSpectaculars Large, elaborate electrical signs Transit postersTransit posters Ads on buses and bus shelters Human directionalsHuman directionals People wearing or holding signs to advertise a business or product
Out-of-Home Media Aerial advertisingAerial advertising Blimps Hot air balloons Other airborne displays
“Other” Media “Other” Media Specialty mediaSpecialty media Remind people about your business Must have the business’s name or logo on it Must be a useful item Must be given away
“Other” Media “Other” Media Directory advertisingDirectory advertising Informs people about how to contact a business Some target a specific geographic area. Others target a specific group of people.
“Other” Media “Other” Media Movie theater advertisingMovie theater advertising Increasing in popularity On-screen advertising before presentation of feature film Off-screen advertising such as posters and stand-ups in lobby
“Other” Media “Other” Media Product placementProduct placement Products, brands used as movie, TV, and computer game props TelemarketingTelemarketing Calling prospective customers on the telephone Providing a number for people to call
“Other” Media “Other” Media DVD and CD-ROM advertisingDVD and CD-ROM advertising Customers watch a free advertising video or use free sample computer software.
New Advertising Media Short messaging service (SMS)Short messaging service (SMS) Text-message advertising Inexpensive, easy way to target a specific audience Drawbacks: Unsolicited commercial text messages may anger customers. Smishing Opt-ins needed Stop in Today for 10% off!
New Advertising Media Virtual worldsVirtual worlds Example: Second Life Ways to advertise in Second Life: Put up posters in Second Life malls Put up posters in Second Life malls Rent out advertising space at special Second Life businesses Rent out advertising space at special Second Life businesses Create an avatar for the company Create an avatar for the company
Challenges for Advertisers Do-Not-Call RegistriesDo-Not-Call Registries Online pop-up ad blockersOnline pop-up ad blockers Spam e-mail filtersSpam e-mail filters PodcastsPodcasts
What About DVRs? Are DVRs (digital video recorders) a challenge for advertisers?Are DVRs (digital video recorders) a challenge for advertisers? Maybe, since you can fast- forward through commercials. Maybe not, because even fast- forwarded commercials may influence you. You watch the screen closely while fast-forwarding. You can probably identify brands in fast-forwarded commercials. ®
Unconventional Advertising Methods Hiring human billboardsHiring human billboards Naming people’s unborn childrenNaming people’s unborn children Paying adults to change their namesPaying adults to change their names Purchasing weird and unusual items on eBayPurchasing weird and unusual items on eBay
Which advertising media are you exposed to on a regular basis? Which do you pay attention to? Why? Focus on your business advertising. What types of advertising media would be most useful? Which advertising media would catch your market’s attention? Why?
Super Bowl football games attract huge audiences. Many companies advertise during the Super Bowl to reach all these viewers. Each 30-second time slot can cost as much as $3- to $4-million. Is it ethical for a company to pay $3 million for a 30- second time slot during the Super Bowl at the same time that it is laying off workers and cutting their benefits?
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