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Advertising

Learn about the pros and cons of different advertising methods, including direct mail, outdoor, radio, and television advertising. Discover how to reach diverse audiences effectively with targeted marketing strategies.

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Advertising

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  1. Advertising QCC’s: 50, 51, 52, 53, 54, 55 Continued

  2. Advantages Relatively inexpensive Found in 98% of all homes Used by all demographic groups Long life Disadvantages Inflexibility Waste Directory Advertising

  3. Types Newsletters Catalogs Coupons Samplers Reply cards Special sales Invitations Letters Circulars Price lists Direct-Mail Advertising

  4. Direct Mail Advertising Advantages • Selectivity • Flexibility • Variety • Incentives • Selling capacity

  5. Direct-Mail Advertising Disadvantages • Low response levels • 5% response rate considered good • Dated provider lists • Extremely high costs • Junk mail

  6. Outdoor Advertising What other forms of outdoor advertising can you think of?

  7. Outdoor Advertising • Includes: • Billboards • Transit Ads • Free-Standing Signs • Posters

  8. Outdoor Advertising Advantages • Visibility • Costs • Permits repetition (Frequency) • Geographically tailored

  9. Outdoor Advertising Disadvantages • Limited message • Unknown audience • Regulations • Viewing Time

  10. Radio Advertising • Reaches 96% of all people age 12 and over • Drive Times: • 6:30 am – 9:00 am • 4:00 pm – 6:00 pm • Mixture of effects: • Announcer, music, jingles, slogans, drama, humor, excitement

  11. Advantages Target selection Flexibility Mobile medium Disadvantages Short life span Competing stations/selection Distractions Inability to see product Radio Advertising

  12. Radio Advertising Some messages are difficult to explain without images

  13. Television • Ultimate medium • Sound • Action • Color • Prime time • 7:00 pm – 11:00 pm • Infomercials

  14. Television Advertising Advantages • Able to pull together all the elements needed to create an exciting message. • People will believe what they see • Seems more personal • Mass audience • Targeted marketing • Can take advantage of holidays, seasonal changes, and special events-programming

  15. Television Advertising Disadvantages • Production costs • Presentation costs • Audience not assured • Channel surfing and leaving room during commercial breaks

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