Understanding Effective Advertising: Strategies, Media Types, and Business Decisions
Advertising plays a crucial role in promoting ideas, goods, and services. With individuals exposed to over 3,000 messages daily, effective advertisements stand out due to their creativity, relevance, and targeted approach. Businesses must carefully decide where to allocate budgets through promotional or institutional advertising, utilizing various media types like print, broadcast, internet, and specialty media. This guide explores the principles of effective advertising, the different media available, and the importance of aligning messages with target audiences to achieve desired outcomes.
Understanding Effective Advertising: Strategies, Media Types, and Business Decisions
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Presentation Transcript
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 • 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
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
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
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
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?
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
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?
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?
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.
