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Advertising

Advertising. Ch. 19 ME. Section 1 9.1. Advertising Media. Promotional & Institutional Advertising. Two Main Types of Advertising: Promotional & Institutional Promotional Advertising – is when the goal is to increase sales Targets: consumers or business-to-business customers

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Advertising

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  1. Advertising Ch. 19 ME

  2. Section 19.1 Advertising Media

  3. Promotional & Institutional Advertising • Two Main Types of Advertising: Promotional & Institutional • Promotional Advertising – is when the goal is to increase sales • Targets: consumers or business-to-business customers • Institutional Advertising – tries to create a favorable image for a company and foster goodwill in the marketplace

  4. Mass Advertising vs. Targeted Advertising Mass Advertising – enables companies to reach large numbers of people with their messages Targeted Advertising – using technology to target messages to select audiences

  5. Types of Media • Media – are the agencies, means, or instruments used to convey advertising messages to the public • Four General Categories: • Print • Broadcast • Online • Specialty

  6. Print Media • Is one of the oldest and most effective types of advertising • The general categories are: • Newspaper • Magazine • Direct Mail • Directory • Outdoor • Transit

  7. Print Media • Newspapers • Continue to be an important advertising outlet for many consumer-oriented products and services • Provides a timely way for companies to reach their target audiences • Offer a variety of options for the size, location, and frequency of insertion of ads • Magazines • Are distributed locally, regionally, or nationally • Trade publications interest professionals in specific fields • Have a longer lifespan than newspapers, since people tend to keep for longer periods of time

  8. Print Media • Direct Mail • Is a highly focused form of advertising • Two types – mailed to home or electronic • Takes on many forms • Directory • Best Example – Telephone Directory • Yellow Pages – business pay for an alphabetical listing and/or display ad • Usually kept for a period of one year

  9. Print Media • Outdoor • Two Types: • Non-standardized – are used by companies at their place of business or in other location throughout community • Standardized – are purchased from advertising companies and are provided only in standard sizes • Is highly visible and relatively inexpensive • Transit • Can be found on public transportation vehicles and locations • Reaches a wide, and sometimes captive, audience

  10. Broadcast Media • Broadcast Media – encompasses radio and television; spanning a lifetime of over 70 years • The average person will spend nearly ten years watching television and almost six years listening to the radio

  11. Broadcast Media • Television • Is the ultimate advertising medium for many businesses because it can combine all the creative elements necessary – sight, sound, action and color – to produce a compelling advertising message • Is a very effective medium for demonstrating a product’s features and benefits • Most commercial are between 30- and 60-seconds; exception is infomercials • High production costs

  12. Broadcast Media • Radio • More than 10,000 AM and FM radio stations reach 96 percent of all people age 12 and over in a given week • An extremely efficient and cost-effective advertising medium • Is a mobile medium that can be heard just about anywhere • Can carefully target audience when selecting the station on which to broadcast advertisement • Are presented in 10-, 20-, 30-, or 60-second time periods • Products and services can only be described, not seen • Catchy jingles are important • Have a short life-span

  13. Online Advertising • Online Advertising – is a form of advertising that uses either e-mail or the World Wide Web • Banner Ads – comes in a variety of shapes and sizes, but is usually a rectangle seen at the top, bottom, or side of a Web page • Button Ads – similar to banner, but smaller in size and are places in a strategic position on a Web page • Pop-Up Ads – are TV-like sports that pop up between Web pages and are inserted in audio or video streams, either live or on-demand

  14. Specialty Media • Specialty Media (Giveaways) – are relatively inexpensive, useful items featuring and advertiser’s name or logo • Items must be practical, used frequently, and placed in locations with high visibility • Distribution is limited

  15. Media Planning Media Planning – is the process of selecting the advertising media and describing that time or space in which the ads should appear to accomplish a marketing objective

  16. Section 19.2 Media Measurement & Rates

  17. Media Measurement

  18. Media Rates

  19. Media Rates

  20. Media Rates

  21. Promotional Budget

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