Presentation on theme: "Section 19.1 Advertising Media"— Presentation transcript:
1 Section 19.1 Advertising Media Chapter 19 AdvertisingAdvertising MediaSection Advertising Media
2 Advertising and Its Purpose Advertising MediaObjectivesExplain the concept and purpose of advertising in the promotional mixExplain the different types of advertising mediaDiscuss the planning and selection of mediaKey Termspromotional advertisinginstitutional advertisingmediaprint mediatransit advertisingbroadcast mediaonline advertisingspecialty mediamedia planningAdvertising and Its PurposeIn advertising, advertisers control the message, where it will be seen or heard, and how often it will be repeated.Marketing Essentials Chapter 19, Section 19.1
3 Promotional and Institutional Advertising promotional advertisingAdvertising designed to increase sales.There are two main types of advertising:PromotionalInstitutionalPromotional advertising is when the goal is to increase sales. It can:Introduce a new businessChange a company imagePromote a productEncourage the use of a particular serviceMarketing Essentials Chapter 19, Section 19.1
5 Promotional and Institutional Advertising The process used to try to create a favorable image for a company and foster goodwill in the marketplace.Institutional advertising X tries to create a favorable image for a company and foster goodwill in the marketplace. Connecting a company’s name to a worthy cause makes a favorable impression on its customers.Marketing Essentials Chapter 19, Section 19.1
6 Mass Advertising Versus Targeted Advertising Mass advertising enables companies to reach large numbers of people with their messages. Advertisers can also carefully target their messages to select audiences in a process known as targeted advertising.Mass marketing uses a single approach or marketing plan to reach all of its customers.Marketing Essentials Chapter 19, Section 19.1
7 Cooperative Advertising You may be able to save on your promotional budget by arranging for cooperative advertising.cooperative advertising an arrangement in which advertising costs are divided between two or more partiesMarketing Essentials Chapter 19, Section 19.1
8 Let’s try it!In your table groups, use the magazines available or the Internet and quickly find an example of the following:Promotional advertisingInstitutional advertisingMass marketingCooperative advertising1st team to finish wins!
9 The Big Picture Study Organizer Marketing MixPlaceProductPricePromotionUnit 8PricePlanningUnit 5PersonalSellingUnit 6Ch 19, 20AdvertisingUnit 6Ch 17PublicityCh 17, 18SalesPromotionUnit 7DistributionUnit 10ProductPlanningTypes of MediaPrintBroadcastOnlineSpecialty
10 Types of MediamediaThe agencies, means, or instruments used to convey advertising messages to the public.Media X are the agencies, means, or instruments used to convey advertising messages to the public. The four general categories are:PrintBroadcastOnlineSpecialtyMarketing Essentials Chapter 19, Section 19.1
11 Print media X includes: Newspapers Magazines Direct mail Signs Billboardsprint mediaNewspapers, magazines, direct mail, signs, and billboards used in advertising.Marketing Essentials Chapter 19, Section 19.1
12 Print Media Newspaper ADVANTAGES DISADVANTAGES high circulation options for adplacement size,and frequency.response fromcoupons can bedated & easilytrackedinexpensivecan be less appealing due to the b/wshoppers are local papers that contain little editorial content but are delivered free to local residents.Marketing Essentials Chapter 19, Section 19.1
13 Print Media Magazines ADVANTAGES DISADVANTAGES generally have longer life spanrealistic,appealing due toqualityexpensivemust besubmitted weeks(or even months)before publication
14 The two types of direct marketing are: Print MediaThe two types of direct marketing are:Printed direct mail sent to a home or businessElectronic direct mail sent to an addressPrinted direct-mail advertising can take many forms, such as:NewslettersCatalogsCouponsSamplersInvitationsDirect mail yields a low level of response, and poorly planned campaigns often yield less than a one-half percent response. It also has a negative “junk mail” image. The cost of printed direct-mail advertising can be high.Marketing Essentials Chapter 19, Section 19.1
15 Directory Advertising Print MediaDirectory AdvertisingPrint Mediais one of the oldest and most effective forms of advertising.ADVANTAGESDISADVANTAGESinexpensivetelephonedirectories foundin 98% of allhomes & kept forat least a year.advertiserscannot adjusttheir information,offers, ormessage until anew directory isdistributed.Marketing Essentials Chapter 19, Section 19.1
16 Online Advertising Pop-up Ads Banner Ads A banner ad is a form of advertising on the Internet. This entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the web site of the advertiser. The banner often uses animation or sound to maximize presence.Pop-up ads are a form of online advertising intended to increase web traffic or capture addresses. It works when certain web sites open a new web browser window to display advertisements.Pop-up AdsBanner Ads
17 Specialty Media ADVANTAGES DISADVANTAGES relatively inexpensive if the items areuseful andpractical, theymay be seenoften.distribution ofthe items isusually limited;may be given topeople whowould neverconsiderpatronizing thebusinessspecialty mediaRelatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties.Marketing Essentials Chapter 19, Section 19.1
18 Other Advertising Media Other innovative means of transmitting messages to potential customers include:Sports arena billboardsAds in movie theaters and home video rentalsAds on hot air balloons and blimpsSkywritingMarketing Essentials Chapter 19, Section 19.1
19 Media Planning and Selection Media planning X is the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.To establish the media plan, advertisers address three basic questions:Can the medium present the product and the appropriate business image?Can the desired customers be targeted with the medium?Will the medium get the desired response rate?media planningThe process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.Marketing Essentials Chapter 19, Section 19.1
20 Review QuestionsWhat are two types of advertising?What are four different types of print media?What is mass marketing?What is cooperative advertising?What is media planning?
21 Lesson Extension Activity Choose a partner to work with & select aprint advertisement from the ones provided.Analyze the ad and record your reaction to the following:Who do you think the ad is targeted to?What indicators helped you form an opinion of the target audience?What magazine would you guess this ad would appear in?3) Next, in a very simple sketch & a written explanation of your analysis, discuss how you would alter this ad to fit a different target market? Be specific.Be prepared to present to the class and hand in tomorrow.