4.02: Explain types of Advertising Media

Marketing

Notes (4.02)

Can win points or candy

With a partner or by self; first to find correct answer wins

I will call out questions at random; first to raise hand gets to answer.

4.02 Objectives

• Describe types of Advertising Media

• Discuss trends affecting advertising media

• Describe the two categories of broadcast media.

• Categorize purchase options for television advertising.

• Discuss the difference between local and network advertising.

• Describe types of direct-mail advertising.

• Explain types of Web advertising.

• Identify types of out-of-home media.

• Describe specialty advertising.

• Discuss the use of directory advertising.

• Explain the use of movie theater advertising

• Explain trends that are affecting advertising media.

Advertising Media

What is Advertising Media?• Channels of communication

• Information travels through them to consumers

Types of Advertising Media

Publications, Broadcast Media, Direct Mail, The Web, & Other

Advertising Media

What are Publications?• Materials that are printed on a regular basis

• Newspapers and magazines are good examples

Newspapers

• Newspapers are referred to as mass media due to large amount of people that read them

• When advertising in a newspaper consider the following:

• How often is the newspaper published?

• The size of the newspaper

• Broadsheet: Typical Newspaper

• Tabloid: National Enquirer

• What geographical area does is cover?

• National v. State v. Local

• Who is the target audience of the Newspaper?

• Conservative: New York Post, Chicago Tribune, & Wall Street Journal

• Liberal: New York Times. USA Today, Los Angeles Times

Advertising Media

Newspaper• High volume of readers (print, web, mobile)

• Easy for businesses to advertise in

• Advertisements are placed in sections most likely read by the target market• Most people skim the paper and read their favorites

• Less than a 1,000 newspapers in circulation

• Advertising is becoming more expensive• Take out smaller ads and supplement it with radio

Magazine

Consumer Magazines

• Magazines read for personal enjoyment

• Targeted towards a specific audience

• Example: Sports Illustrated, People, Cosmo, Seventeen, etc.

Business & Trade Magazines

• Business Magazine: Aimed at the general population of workers

• Trade Magazine: Aimed at specific areas of business or occupations

Consumer or Business Ad?

Advertising Media

Facts about Magazine & Newspaper Ads• Headline is critical

• Place ad on Front or Back if possible

• Pages 3, 5, 7, & 9 are best alternatives outside of targeted sections

• Top of page is better than bottom of page

• Use pictures of owner if possible because people buy from those they trust

• Include a call to action

Broadcast Media

Broadcast Media: Examples: Television & Radio

Time Media because their advertisements last as long as they are on the air

Mass media because of the amount of people they reach per advertisement

Television is considered to be the most influential, best selling type of media

Advertising options including local, cable, network channels, & satellite

Network advertising reached the most people but costs the most

Local advertising is least expensive and is best for smaller business

Examples: Infomercials, Hallmark Presents Program, QVC, Create your own channel(?)

Television

• 51% have cable television

• 26% have satellite television

• 1% have both cable and satellite

• 22% do not subscribe to any television

Local:

http://www.youtube.com/watch?v=f24t278rFMA

http://www.youtube.com/watch?v=GKWwnpi20kA

National

http://www.youtube.com/watch?v=PSM6Tv9g3Gc

http://www.youtube.com/watch?v=y7_LfUeSWWE

http://www.youtube.com/watch?v=aezWJsF7mBE

Radio

Radio is seen as an effective and affordable way to reach a targeted market

Radio station as a specific listening base

Radio is online & nationwide

Radio Example:

http://www.youtube.com/watch?v=4MuV_S6DfvE

How many times do you hear company name?

Radio Costs

Direct Mail

Printed Mail Sales letters, catalogs, flyers, postcards

Relatively inexpensive

Could be considered junk mail

Must be sent to the right people

Electronic Mail Delivered to e-mail

Quick, easy, inexpensive

Could be perceived as junk

Opt-in-email marketing is when people sign up to receive notifications

The Web

• Fastest Growing Media Outlet

• Target specific groups & track user responses

• Create a company web site

• Customers could learn about your business

• Find contact information and locations

• Place orders online

• Place business ads on other people’s web sites or on a portal (Google, AOL)

Out of Home Media

• Poster panels/billboards• Could be painted on the side of a building

• Indoor billboards found in subways, office buildings

• Spectaculars – large, elaborate electrical signs

• Transit posters – advertisements on buses and bus shelters

• Human directionals – people wearing or holding signs to advertise for a business

• Aerial – blimps, hot air balloons, other airborne displays

Outdoor Media

Billboards: http://www.youtube.com/watch?v=DVe1sv1qcaY

Trucks: http://www.youtube.com/watch?v=g8qVVWllfys

Google: http://www.youtube.com/watch?v=Um-WL7FRANM

Taxis: http://www.youtube.com/watch?v=Fkg4Db0J5mA

List example of promotions

44 Ideas: http://www.youtube.com/watch?v=nJ4uCOJjDF8

Specialty Advertising

• Remind people about your business

• An item must pass three criteria to qualify as specialty media

• 1. Must have the business’s name or logo on it

• 2. Must be a useful item such as a pen or baseball cap

• 3. It must be given away

Directory Advertising

Informs people about how to contact a particular business, often with a telephone number, street address or Web address

Some (Yellow Pages) target a specific geographic area

May target a specific group of people such as students at a university or college

Movie Theatre Advertising & Product Placement

Movie Theater Increasing in popularity

Includes on-screen advertising before the presentation of the feature film as well as posters, stand-ups, and other ads in the lobby

Product Placement Product manufacturers pay millions of dollars for the right to use their brands as movie props

Hope viewers become loyal to their products

Brands in movies, TV and computer games continues to increase

Seinfeld Product Placement:

http://www.youtube.com/watch?v=M1HXXcVFySM

Telemarketing

Calling prospective customers on the phone as well as providing a number for people to call

Companies purchase 800-numbers so that customers can call toll-free

800, 888, 877, 866, 855

Most companies choose numbers that are easy to remember

1-800-directv

DVD and CD-ROM Advertising

Disney is very successful using DVD Advertising Customers can receive a free DVD upon request that introduces

them to Disney theme parks and hotels Want customers to be so excited that they immediately purchase

their Disney vacation package

CD-ROM Customers receive free computer software introducing them to a

particular program or Internet service Hope they purchase the real thing

Trends Affecting Advertising Media

A New Way to Talk Short messaging service (SMS): allows people to send text message advertisements over

cell phones Smishing: people pose as banks and send text messages requesting victims’ account numbers

and passwords If receiving an ad from a company you didn’t sign up for….they can get in trouble

Virtual Worlds Second Life

Advertisers can put up posters in Second Life malls Can rent out ad space at special Second Life businesses Can create an avatar for the company

Media

Avoiding advertisers Do-Not-Call registries Online pop-up ad filters Spam e-mail filters Podcasts

Human Billboards

http://www.youtube.com/watch?v=UcLcn7o8v7w

Assignment: Solo or Duo

Find five of the most unique advertisements you can,

Place them in a PowerPoint & Rank them as your top 5

Create a Human Billboard,

Choose a person

Place on body

Company

Explain why this person was chosen for product