1. ADVERTISING MEDIA

2. 2 “Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. Call TEA Copyrights with any questions you have. Copyright © Texas Education Agency, 2012. All rights reserved.

3. 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. Copyright © Texas Education Agency, 2012. All rights reserved. 3

4. KEY TERMS Media- The agencies, means or instruments used to convey advertising messages. Print Media- Includes advertising in newspapers, magazines, direct mail, sign and billboards. Transit Advertising- Any advertisement that can be found on public transportation. Broadcast Media- Advertising that encompasses radio and television. Copyright © Texas Education Agency, 2012. All rights reserved. 4

5. KEY TERMS Online Advertising- A form of advertising that uses either e-mail or the World Wide Web. 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. Copyright © Texas Education Agency, 2012. All rights reserved. 5

6. INSTITUTIONAL ADVERTISING VS. PRODUCT OR PROMOTIONAL ADVERTISING Copyright © Texas Education Agency, 2012. All rights reserved. 6

7. TYPES OF PRINT MEDIA Newspaper Magazine Direct Mail Directory Advertising Outdoor Advertising Copyright © Texas Education Agency, 2012. All rights reserved. 7

8. 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 Copyright © Texas Education Agency, 2012. All rights reserved. 8

9. 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 Copyright © Texas Education Agency, 2012. All rights reserved. 9

10. IDENTIFY AND EVALUATE ELEMENTS OF ADVERTISING MEDIA Copyright © Texas Education Agency, 2012. All rights reserved. 10

11. IDENTIFY AND EVALUATE ELEMENTS OF ADVERTISING MEDIA Audience Impression Frequency Cost Per Thousand (CPM) Copyright © Texas Education Agency, 2012. All rights reserved. 11

12. WHAT GETS TO YOU? Copyright © Texas Education Agency, 2012. All rights reserved. 12