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Chapter 19 - Advertising

Chapter 19 - Advertising. What effective advertisements have you seen recently? Why do you think the ads are effective? How do you think a business decides what to spend and where to advertise its goods and services?. Advertising and Its Purpose.

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Chapter 19 - Advertising

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  1. Chapter 19 - Advertising • What effective advertisements have you seen recently? • Why do you think the ads are effective? • How do you think a business decides what to spend and where to advertise its goods and services?

  2. Advertising and Its Purpose • Advertising is non-personal promotion which promotes ideas, goods, or services by using a variety of media • The average person is exposed to more than 3,000 advertising messages every day! • Marketers use advertising to • Introduce a new business • Change a company image • Promote a new or existing product • Encourage the use of a particular service • Encourage business-to-business transactions

  3. Advertising and Its Purpose • There are two main types of advertising • Promotional Advertising • Advertising designed to increase sales • It is an effective way to support direct selling, visual merchandising and display, and other sales promotion activities • Institutional Advertising • Advertising designed to create a favorable image for a company and foster goodwill in the marketplace • Creates a good impression with potential customers

  4. Types of Media • Media are the agencies, means, or instruments used to convey advertising messages to the public • The four general categories of advertising media are: • Print • Broadcast • Internet • Specialty • The advertising message and target audience determine the type of media that is used

  5. Print Media • This is one of the oldest and most effective types of advertising • Print media includes ads in: • Newspapers • Magazines • Direct mail • Directory advertising • Outdoor advertising • Transit advertising

  6. Broadcast Media • Radio and television advertising • By age 66, the average person spends nearly 10 years watching TV and almost 6 years listening to the radio! • Advantages and disadvantages of each?

  7. Internet Advertising • Uses either e-mail or the World Wide Web • Growing steadily • Examples? • Opt-in e-mail ads • Banner ads • Pop-up ads • Search engine ads • Video ads • Social marketing

  8. Specialty Media • Special media (giveaways or advertising specialties) are relatively inexpensive useful products that are imprinted with the company’s name, message, or logo • To be successful, specialty items must be practical, used frequently, and displayed with high visibility • Examples?

  9. Other Advertising Media • Ad-supported TV screens at airports, gas stations, subways • Digital billboards at sports arenas • On-screen movie theater ads • Supermarket cart displays • Mobile device advertising • Others?

  10. Advertising Project • For your final project / Due Friday, November 22nd. • You will need to develop the following: • 1 Print advertisement • 1 Broadcast advertisement (Radio or TV) • 2 Different Internet advertisements • 1 Specialty advertisements • All of the above need to include the company name, logo or brand name and product name, logo or product brand name. • You will need to product the “REAL” things, not just descriptions or outlines. • There will also need to be a written explanation as to why you chose that advertisement and how it reaches your target audience.

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