53127426 advertising media in management
TRANSCRIPT
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AASHISH
ARIF
BALAJI
DEEPTHI
DEVIKARANI
SUKSHITH
VIKRAM
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Ancient
ad
Edoperiod advertisingflyer from 1806 for atraditional medicinecalled Kinseitan
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How many ads do we
see each day?
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What is advertising?yAdvertising is any paid form of
non-personal presentation andpromotion of ideas, goods orservices by an identified sponsor.
yEx: mountain dew, hp laptops
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What is the main purpose of
advertising?yTo see products or ideas by
presenting its message as well thatthe customer will buy the productor accept the idea presented.
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PROMOTIONALADVERTISINGyPromotional advertising is advertising that
is designed to increase the sales by-
yCreating an interest in products
y Introducing new products and business
yExplaining a product
yCreating new markets
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MEDIA
yMedia are the agencies, means oranstruments used to convey messages.
yThree categories of advertising media are:
yPrint media
yBroadcast media
ySpeciality media
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PRINTMEDIAyNewspaper
yDirect mail
yMagazine
yOutdoor advertising
y
Direct advertisingyTransit advertising
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Why news advertising
importatnt?yApproximately 55% of adults read the newspaper
everyday.
y
Do you read the newspaper daily?y Do your parents read the newspaper dialy?
NATIONAL, STATE AND LOCAL
a) USA TODAY
b) THE WALL STREET JOURNALc) THE NEW YORK TIMES
d) THE ATLANTA JOURNAL
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Advantages and disadvantages of
newspaperADVANTAGES
y Large leadership
y Low costs
y Timely and f lexible
y Understandable to
every oney With clear color
haedings
DISADVANTAGES
y Disposable
y Short life span
y Poor quality of paper
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Magazine classificationsyLocal
y
RegionalyNational weeklines
yMonthlies
yQuarterliesConsumer magazines are read for
personal pleasure or interest
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Advantages and disadvantages of
magazine classificationsADVANTAGES
y Easy to target your
markety Read slowly and
throughly
y Good print quality
y Longer life span
DISADVANTAGES
y Less mass appeal
y More expensive thannewspapers
y Not timely or flexible
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DIRECTMAILADVERTISINGyAdvertising that is sent directly to prospective
customers through the mail
y More than $80billion in goods and services soldannually through direct mail
y Have you ever bought anything through directmail advertising?
yWhat do you do with it when you get it?
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Advantatges and disadvantages of
direct mail advertisingADVANTAGES
yAdvertiser can be
highly selectivey Flexible and wide
choice of formats canuse coupons or other
incentives
y Can directly make thesale
DISADVANTAGES
y Low level of response
y High costsy Poor image
yJunk mail often not read
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AD
slogan
Just do it
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Three types of standardized
outdoor signsy Posters- pre-printed sheets put up like wall paper
on outdoor billboards(mc donalds)
y Painted bulletins- painted bulletins that arechanged every 6 months to a year
y Spectaculars- outdoor signs using lights, movingparts and situated in high traffic areas or cities
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Advantages and disadvantages of
outdoor advertisingADVANTAGES
y Highly visible
y Relatively inexpensivey Permits easy repetition
of message can begeographically tailoredfor target market
DISADVANTAGES
y Short message due to
limited viewing timey Unknown audience
y Governmentregulations
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DIRECTADVERTISINGAlphabetical listing of business
y Relatively inexpensive
y Found in 98% of householdsy Kept for @least a year-not thrown away
yVery inf lexible due to being printed yearly
yWasted advertising(to non-target market)
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TRANSITADVERTISINGyUsing public facilities to advertise such as
subways.on buses and trains in stations
yReaches a wide and captive audience
yEconomial
yDefined market
yUnavailable in smaller town
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BROADCASTMEDIAyRadio- 6+years listening to the radio
y
Telivision-10+years watching televisionin 70 years
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RADIOADVERTISINGy96% of people over 12 are reached by radio
yPrime time is moving and afternoon
yAds are available in 15,30 or 60 sec time slots
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Advantages and disadvantages of
radio advertisingADVANTAGES
y Select and audience
target their markety Flexible and can
change quickly andeasily
y Mobile can be takenanywhere(shopping,jogging, hiking ordriving)
DISADVANTAGES
y Short life span
y Sometime manystations have decidedwhich to use
y Distraction- no visualinvolvement
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Different radio advertising optionsy Networks radio advertising- A broadcast from a
studio to all affiliated radio stations throughout
the countryy National spot radio advertising- National firms
advertise on a local station-by-station basis-targetmarkets
y Local rate advertising- Local businesses advertisefor its target market
y Run of schedule- Lets the radio station determinewhen to run the advertisement
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TELEVISIONADVERTISINGyThe ultimate advertising medium because it
can communicate with sound.sction and
colouryPrime time is 7pm-11pm
y Infomercials-3o minute commericals
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Advantages and disadvantages of
television advertisingADVANTAGES
yAll elements for
creative messagey More personal and
effective
yAdaptable to specialneeds
DISADVANTAGES
y Expensive- the highest
productionyAudience size is not
assured
y Nuisance channel
surfing-leave
during commercials
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TELEVISIONRATESyAdvertising rates vary with the time of day
y Prime time is the most expensive from 7pm-11pm
y Class AA time is prime time-other times are classA,B and C
yAdvertisers need to choose the time slot thatreceives the most views in their target market
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THANK YOU