chapter 19 ■ advertising unit 6.1 advertising media marketing essentials advertising

Chapter 19 ■ Advertising

UNIT 6.1 Advertising Media

Marketing Essentials

Advertising


Unit 6.1 Advertising Media

The concept & purpose of advertising

Types of advertising media

What you’ll learn

Why it’s Important

Since advertising is an important element of promotion, you will need to know about the different ways a business can use advertising media to promote its image and products.


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UNT 6.1 Advertising Media

Advertising: any paid form of _____-personal ________ of products (GSI) by an identified sponsor. Advertising is either promotional or institutional.

•Promotional advertising – designed to __________ sales. It introduces new products & businesses & encourages an interest in GSI

•Institutional advertising – attempts to create a favorable __________ & _______ for a business or organization

Advertising & its Purpose


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Advertising Drawbacks

While there are advantages to advertising, it does have its drawbacks. Advertising can:

= ______ to focus on individual needs.= Be __________= Be wasteful when it is seen by people who

are not are ______ potential customers = Lack ______

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UNIT 6.1 Advertising MediaTypes of Media

Media are the ______, means, or instruments used to convey advertising messages to the public. The FOUR general ____________ of advertising media are:

•Print

•Broadcast

•Specialty

•Internet

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Advertising is a Multi-Billion dollar business.= There are several advertising media options

for organizations to spend their $$$$$$

= Print Media is ________ advertising. This includes everything from newspapers & magazines to direct mail, directory, transit signs and billboards. These are among the ______ & most _______ forms of advertising.

Media Advertising Expenditures

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• Newspaper Advertising• Daily or weekly / local, regional

or national – newspaper ads are the main form of print media for many businesses

• Advantages – newspapers have ______ readership & high level of reader involvement

• Disadvantages – circulation can be ______, advertising life is short, and ads are less appealing in black & white

• Magazine Advertising• Both consumer & trade

magazines generate a ______ level of reader involvement. Magazines can _______ specific regional areas or interest groups

• Advantages – targeted audience, longer life span, more likely to be remembered, better print quality, variety of formats.

• Disadvantages – less mass appeal within a geographical area, more expensive, not as timely


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UNIT 6.1 Advertising Media• Direct Mail

Advertising• DM advertising is sent by

businesses directly to _______ customers via the mail. Examples of DM are catalogs, coupons, samplers, price lists, & others.

• Advantages – highly _______ distribution, variety of sizes & formats, catalogs & coupons can actually make a sale

• Disadvantages – low response rate & high costs

• Directory Advertising• Telephone directories are the best

example. Split into White Pages (free alpha listings) and Yellow Pages ( paid listings by category for businesses).

• Advantages – inexpensive, used by all _______ groups, long life span

• Disadvantages – not ________


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• Outdoor Advertising• Better known as ____________• Advantages – Broad exposure,

highly _______, some can be changed quickly

• Disadvantages – use is _______ in some areas, limited viewing time, unknown audience

• Transit Advertising• Printed posters inside commuter

trains, exterior posters on taxis & buses, station posters @ train & bus stations, subways, and airports

• Advantages – reaches wide & captive _________, relatively economical

• Disadvantages – ___________ in some areas, restricted to transit routes


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Broadcast Media

Radio & Television:

The average person will spend nearly ________ watching TV & _______ listening to the radio in a lifetime

People are more likely to believe info from TV than print ads

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TV is the ultimate advertising ________. It communicates the message in sound, action & color

= Advantages - can be directed @ a _________ audience, is timely, takes advantage of holidays & special events

= Disadvantages - highest ________ costs, high cost for time, audience is not assured

Television Advertising

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It’s estimated that radio reaches 96% of all people age 12 & over in a given week

Advantages – “______ times” can provide ___________ audience, specific audiences can be targeted, is flexible & mobile

Disadvantages – _______ life span, stations often must compete for audience, listeners can easily be distracted

Radio Advertising


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_________ daily – hyperlinks, banner ads, pop-ups, search engine results pages, social network advertising, email marketing, online classified advertising

= Advantages - ability to __________ animation, sound, pics & video; can be interactive; effectiveness easily measured; immediate publishing of information; content NOT limited by geography or time

= Disadvantages: Low _________ rates

= SEARCH ENGINE MARKETING!!!!!

Online / Internet Advertising


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• Specialty Advertising• Specialty media are relatively

inexpensive, useful items with an advertiser’s name _________ on them.

• Examples – pens, calendars, magnets, memo pads, key chains, bottle openers, etc…

• Other Advertising Media• Businesses are constantly creating

__________ means of transmitting their messages to potential customers.

• Examples – sports arena billboards, ads in movie theaters; ads on blimps and hot air balloons; skywriting; etc…


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To determine the type of promotional media to use, advertisers need to answer 3 questions

• Does the medium have the ability to present the product & the appropriate business image?

• Does the medium have the ability to target the desired customers?

• Does the medium have the ability to obtain the desired response rate?

Selection of Promotional Media

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chapter 19 ■ advertising unit 6.1 advertising media marketing essentials advertising

Documents

advertising life

promotional advertising

importantsince advertising

advertising mediaslide

forms of advertising

advertising messages

advertising media options

purpose chapter