2 Advertising Why Its Important Advertising spreads the word about a company and its products or services. Businesses use different types of advertising media to promote their image, products or services.
3 Advertising Two main types: Promotional When the goal is to increase salesTarget is consumers or B2B customersCan introduce new product, imageCan be used to encourage customers to ask for information (generating leads)Also effective in supporting direct selling efforts, sales promotion activities, displays
4 Advertising Institutional Tries to create favorable image for company and foster goodwill in the marketplaceTry to connect name to a worthy cause can help enhance company imageSponsor teams or events
5 AdvertisingMediaThe agencies, means, or instruments used to convey advertising messages to the public4 categoriesPrintBroadcastOnlineSpecialty
6 AdvertisingPrintAdvertising in newspapers, magazines, direct mail, signs, billboards, transitBroadcastincludes radio and television.during your lifetime you will spend 10 yrs watching tv and 6 yrs listening to radio
7 Advertising Online Using email or the web Email will use opt-in emails 1.1 trillion ,100,000,000,000Number of display ads delivered to internet users in the first quarter of Facebook led with 346 billion
8 Advertising Speciality Giveaways Usually something inexpensive, useful, and has the company name and/or logoMust be something practical, used frequently, and placed in locations of high visibilityLimited supplyAds in sports arenas, movie theaters, and DVDs
9 Media Audience Impression Number of homes or people exposed to an ad Single exposure to an advertising messageFrequencyNumber of times an audience sees or hears an ad
10 Media CPM (cost per thousand) Media cost of exposing 1,000 readers or viewers to an ad impressionAudience for print media is the total number of readers per issue.Television audience is based on data collected by Nielsen Media ResearchRadio audience is measured by Arbitron Company
11 MediaOnline audience is measured by computer tracking systems.
12 Newspaper Rates 2 Categories Classified or display Classified are grouped into specific categoriesDisplay are larger. Cost is based upon sizeRates are by column inchFactors that affect ratesWhen the ad appearscolor or black/whitewhere the ad appears
13 Magazine Rates Based upon circulation, type of readership Bleeds – ads printed to very edge of paper, leaving no white border % more costlyColor or black/whitePositioningBack cover or inside first page are costly
14 Other Media Online Rates Banner ads, enhanced banner ads, interstitial Rates based on page views. Vary based on monthly viewsRadio Ratescosts based on national or localtime of day – 6am – 10am / 4pm – 7pm = primetimemidnight – 6am = cheapest
15 Other Media Television Vary with time of day 7pm – 10pm = Primetime. Try to play messages when you can reach most customersPromotional Budgetwhen putting together a budget for advertising you must not only take into account the cost of the ad but also to produce the advertisement.