Advertising

Chapter 19

Ch 19 Sec 1 – Advertising Media

• The concept and purpose of advertising

• The different types of advertising media

What you’ll learn . . .

Advertising and Its Purpose

• Any paid form of nonpersonal promotion

• Advertising is everywhere!

Advertising Media

• The avenue or methods used to deliver an advertising message.

Main Types of Advertising Media

• Print Media

• Broadcast Media

• Online Media

• Specialty Media

Print Media

Written forms of advertising:• newspapers• magazines• direct mail• signs• billboards

Newspaper Advertising

• Advantages– Large readership and a high level of reader

involvement– Advertisers can target certain people– The cost is relatively low– Ads are timely

• Disadvantages– Wasted circulation– Short life– Black and white (although many papers are

changing to color format)

Magazine Advertising

• Advantages– Can target audiences– Longer life span– Print quality is good– People keep magazines longer than

newspapers– Offer a variety of presentation formats

• Disadvantages– Less mass appeal within a geographical area– More expensive– Deadlines make them less timely

Direct-Mail Advertising

• Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters.

Direct-Mail Advertising

• Advantages

– Can be highly selective

– Controlled timing

– Can be used to actually make the sale

• Disadvantages

– Low response level

– People think of it as “junk mail”

– Dated lists

– Cost is high

Outdoor Advertising

• Billboards, posters, signs, or any other large printed outdoor media.

A billboard gets right to the point

Outdoor Advertising

• Advantages

– Highly visible and relatively inexpensive

– 24-hour a day message and located to reach specific target markets

• Disadvantages

– Becoming more restricted – increasingly regulated

– Limited viewing time

Broadcast Media

• Includes radio and television

Television Advertising

• Communicates with sound, action, and color.

• Prime time is between 8 and 11 p.m.

• Is appealing to large companies with widespread distribution.

Television Advertising

• Advantages– Can be directed to an audience with a specific

interest– Message can be adapted to take advantages

of holidays and special events• Disadvantages

– Highest production cost of any media type– High dollar cost for the time used– Actual audience size is not assured – people

leave the room or channel surf – effect of TIVO

Radio Advertising

• Radio reaches 96 % of people over 12 yrs Radio reaches 96 % of people over 12 yrs which makes it very effectivewhich makes it very effective

• Best times are “drive times” – morning and Best times are “drive times” – morning and late afternoon/early eveninglate afternoon/early evening

Radio

Radio Advertising

• Advantages– Can select an audience, such as teens

by choosing the right station– More flexible than print – messages can

be easily changed– It’s a mobile medium – can be taken just

about anywhere• Disadvantages

– Short life span – when broadcast, it is over

– Lack of visual involvement

Online Advertising

• Placing advertising messages on the Internet

• Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

Businesses Must

• Determine which media outlets best reach their target markets and achieve their promotional goals

• Determine which media outlets will stay within their promotional budgets.

Specialty Media

• Calendars, magnets, pens, pencils, memo pads, and key chains given away with advertising messages.