advertising. why advertise? because…advertising is everywhere !!! each week, the average person is...

ADVERTISING

WHY ADVERTISE?• Because…advertising is EVERYWHERE!!!• Each week, the average person is exposed to more than

2,000 advertisements.

PROMOTIONAL• Promotional: when the

goal is to increase sales. • Targets consumers or

business-to-business customers.

• Institutional: tries to create a favorable image for a company and foster goodwill in the marketplace.• Connecting its name to a

worthy cause helps a company make a favorable impression on its customers.

INSTITUTIONAL

MASS VS. TARGETED• Mass: enables companies to reach large numbers

of people with their messages.• Use media to advertise, such as television and radio.

• Targeted: target messages to select audiences.

WHAT IS MEDIA?• Media: the means used

to convey advertising messages to the public.• The 6 general categories

are:• Print• Electronic• Digital interactive• Out-of-home• Direct mail• Other media

PRINT MEDIA• Includes advertising in newspapers, magazines, and directories.• One of the oldest and most effective types of advertising.

NEWSPAPERS…Types of Advertising:Types of Advertising:1. Local papers provide a

timely way for companies to reach their target audiences.• Ex.) The Times and the

Trentonian

2. Shoppers contain little editorial content and are delivered free to residents living in specific areas.• Ex.) The Clipper

3. National newspapers purchase ad space to reach the entire circulation.• Ex.) USA Today & Wall

Street Journal

Advantages v. DisadvantagesAdvantages v. Disadvantages

55% of adults read the paper daily.Offers variety.Cost is relatively low.

Limited shelf life.Mostly printed in black ink or limited color, so they are less visually appealing.

MAGAZINES…Types of Advertising:Types of Advertising:

• Distributed locally, regionally, or nationally.

• Classified as consumer or business-to-business.• There are more than 3,000

consumer magazines such as People, Forbes, and Sports Illustrated.

• Business-to-business magazines, or trade publications, interest professionals in specific fields such as Advertising Age.


Longer life span.People read magazines slowly and thoroughly.Color & print quality.Offered in a variety of formats.

Higher cost.Magazines are printed a month or more in advance, so submission deadlines are early.

ELECTRONIC MEDIAELECTRONIC MEDIAoMedia which transmits sounds or

images electronically, including radio and television.o Over a lifetime of 70 years, the

average person spends almost 6 years listening to the radio and nearly 10 years watching television.

RADIOAdvertising Facts:Advertising Facts:More than 10,000 AM and

FM radio stations reach 96% of all people ages 12 and over in a given week.

Ads are presented in 10-, 20-, 30-, or 60- second time periods.


Timely medium, where ads can be updated daily, even hourly.Reaches a wide audience, but can also carefully target an audience.

Cost effective.

Product/ services can only be described, not seen.Can have a short life span.

TELEVISION…Advertising Facts:Advertising Facts:Considered the ultimate

advertising medium because it combines sight, sound, action, and color.

Ads are done in 30- of 60-second spots, with the exception of the infomercial.


Mass coverage with some selectivity.Creativity.Social dominance.

Highest media/ production cost of any type of media.Zipping & zapping.

DIGITAL INTERACTIVE MEDIADIGITAL INTERACTIVE MEDIA• Digital Interactive Media: new

media revolution, brought on by incredible achievements in technology.• It is the fastest-growing advertising medium

in history.• ...Includes the Internet & all its associated

online services, social media, digital catalogs and magazines, stand-alone kiosks, cell phones, and interactive television.

• A Day in the Internet

IN THE YEAR 2014…• Worldwide…the Internet audience is

estimated at 2.92 billion.• Ad sales totaled $6.5 billion in 2003- in 2014, it

totaled $42.8 billion!• The Social Media Revolution • Social Media: Examining The Influence Social Networki

ng Has On Our Lives

SO WHAT GIVES?Advantages v. DisadvantagesAdvantages v. Disadvantages

Cost effectiveEasy to updateEnormous audienceProvides in-depth information

Targeting costsStill fairly new mediumSlow downloadsSecurity & privacy

•Net Worth: $34 billion•Among the World’s Youngest Billionaires: #4 on list (16th overall in the world)•11th on the list of Richest American’s•22nd on the list of Most Powerful People

•Created an account with Google+ and has more followers than Larry Page & Sergey Brin!

•Facebook Advertising Revenue: $12.47 billion

OUT-OF-HOME

ADVERTISING• Includes:

• Billboard

• Transit

INTERESTING FACTS!• Considered as the last mass medium because it carries

the message 24/7, without interruption; never turned off, put aside, or left unopened.

• On average, advertisers spend a total of $7 billion on outdoor advertisements.

• Local, regional, and national businesses use outdoor signs for advertising.

TRANSIT…• Found on public transportation.• Includes printed posters inside trains, taxis, and buses;

ads on public benches, bus stop shelters, newsstands, and trash cans; and station advertising located near or on subways and in railroad, bus, and airline terminals.

• Highly visible.• Relatively

inexpensive.• Provides a 24-hours-

a-day, 7-days-a-week message.

• Can be located to reach specific target markets.

• Limited viewing time.

• Inability to target a specific audience.

• Increasing government regulations.

Pros

Cons

ACTIVITY TIME!!!1. Working independently, you

will design and create 3 billboard advertisements that will be displayed in NYC Times Square.

2. Each advertisement MUST contain the 4 elements of a print advertisement, as well as use color.

3. Upon finishing your designs, (on the back) tell me why you choose to advertise the 3 businesses…providing a detailed explanation for each.

DIRECT MAIL…Advertising Facts:Advertising Facts:Many forms, including

newsletters, catalogs, coupons, samplers, price lists, circulars, and invitations to special sales or events.

Customers are found by building a customer profile, and then acquiring names of people that fit the profile. Marketing specialty firms sell

lists of people’s mailing addresses, phone numbers, and e-mail addresses.


High selectivity.Wide choice of formats.Cost effective for some types.

Low rate of return.Image problem.Costs can be high.

OTHER ADVERTISING MEDIA!

• Businesses are constantly trying to

create new innovative means of

advertising.• Ex.) Sports arena billboards, ads in movie

theaters, hot air balloons, planes pulling

banners, and skywriting.

IN-STORE ADS…• Increasingly, in-store advertising techniques, such

as electronic shelf-ads, supermarket cart displays, instant coupon machines, floor mats, and televisions are being used to advertise products within stores.

SPECIALTY ITEMS…Advertising Facts:Advertising Facts:Also known as

giveaways; useful items featuring an advertiser’s name or logo.

Items are usually practical, used frequently, and placed in locations with high visibility. Ex.) Hats, calendars, pens

and pencils.


Relatively inexpensive.Items that people use.

Distribution is limited.Items might be given to people who would never consider buying the product.

ACTIVITY TIME!1. Now that we have summed up the

66 categories of media recognized in advertising, working with a partner…you are to brainstorm to create the next “BIG” category of new media.

2. You and your partner will create a poster that illustrates this new media…making sure to show how it will affect consumers, as well as its impact on the advertising industry and economy.

3. Also, be sure to give your ““NEWNEW” ” media a name.

4. At the end of the class period, your group will present posters and explain this ““NEWNEW” ” category!

advertising. why advertise? because…advertising is everywhere !!! each week, the average person is...

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