chapter 14 advertising: the art of attracting an audience pp. 232-245
TRANSCRIPT
Chapter 14Advertising: The Art of Attracting an Audience pp. 232-245
Ch 13-14 – Marketing/Advertising Slide 2
Learning Objectives Learning Objectives
1. Identify1. Identify the different types of print media used to advertise products.
2. List 2. List advantages and disadvantages for each type of advertising medium.
Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.
Ch 13-14 – Marketing/Advertising Slide 3
Advertising Media Advertising Media Advertising- paid, nonpersonal form of communication that businesses use to promote their products
Mass media are means of communication such as TV, radio, and newspapers
Type of medium used depends on the market advertisers want to reach
Ch 13-14 – Marketing/Advertising Slide 4
Print Print MediaMediaNewspapers Newspapers
- Main advertising medium in the U.S. - More than 50% of adults in U.S. read papers- Advertisers can target people in certain area- Cost to print ad is fairly cheap
Disadvantages- thrown away after read = ad’s lifespan is short
Ch 13-14 – Marketing/Advertising Slide 5
Magazines Magazines - National in scope appear weekly/monthly
- Special Interest magazines (Teen and Sports Illustrated) reach target markets on a large scale
- Take time to read mags and often save them- Ads - much longer lifespan than newspaper ads
Print Print MediaMedia
Ch 13-14 – Marketing/Advertising Slide 6
- Printed in color = higher quality ink and paper- Broadly circulated; little use to local advertisers
Disadvantages- Ads can’t be easily changed for limited offers
Magazines Magazines Print Print MediaMedia
Ch 13-14 – Marketing/Advertising Slide 7
Direct-Mail AdvertisingDirect-Mail Advertising- Ads sent by mail to people’s homes
- letters, fliers, postcards, catalogs, coupons, samples
- Biggest advertising medium after TV/papers- Allows advertisers to reach specific targets
Disadvantages- Cost to send ads through mail = A LOT of $$- Referred to as “junk mail” = may be thrown out
Print Print MediaMedia
Ch 13-14 – Marketing/Advertising Slide 8
Directory Advertising Directory Advertising - Phone books - local advertisers use- Cost = very cheap- Used in almost every home & business - Kept for at least a year
Disadvantages- You ad competes with numerous similar ads- Can’t advertise prices/sales or update easily
Print Print MediaMedia
Ch 13-14 – Marketing/Advertising Slide 9
Outdoor AdvertisingOutdoor Advertising - most common form = billboard- useful for local businesses, businesses that cater to travelers- newer types of outdoor advertising
- Disadvantage: drive by too quickly to notice.
Print Print MediaMedia
Ch 13-14 – Marketing/Advertising Slide 10
Outdoor AdvertisingOutdoor Advertising Print Print MediaMedia
Ch 13-14 – Marketing/Advertising Slide 11
Transit AdvertisingTransit Advertising
- usually consists of posters placed: - on the sides of buses- in subway stations- inside trains- at airports
Print Print MediaMedia
Ch 13-14 – Marketing/Advertising Slide 12
HOMEWORK
Rd Pages 239-243
Questions 1-3 on Pg. 243
Ch 13-14 – Marketing/Advertising Slide 13
Learning Objectives Learning Objectives
1. Identify1. Identify the different types of broadcast media used to advertise products.
2. List 2. List advantages and disadvantages for each type of advertising medium.
3.3. NameName factors in the cost of advertising.
Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.
Ch 13-14 – Marketing/Advertising Slide 14
Broadcast MediaBroadcast Media - most effective means of advertising
BroadcastBroadcastMediaMedia
Television Television
- Advantage: sounds, images, and motion- May become part of our everyday language- Shown on national, local, or cable stations
Disadvantages- very expensive to produce- pay to broadcast an ad during a TV show
Ch 13-14 – Marketing/Advertising Slide 15
Radio Radio - like TV, radio ads can reach wide audience- music, dialogue, and sound effects- good medium for local advertising- Advertisers can reach people on the move
BroadcastBroadcastMediaMediaTelevision cont’dTelevision cont’d
- infomercial is a TV program, usually 30 minutes long, made to advertise a product
Ch 13-14 – Marketing/Advertising Slide 16
Webcasting Webcasting - webcast - sent and received over the Web- usually a live broadcast, filmed by crew- EX: Victoria’s Secret online fashion show
BroadcastBroadcastMediaMedia
Cyber AdsCyber Ads - ads on the internet - displayed like magazine ads- Pop-up ads - few seconds when you log on- Banner ads - top/bottom of the screen- Screen ads – left/right of the screen, can print- can send directly to people on mailing lists- can use sound effects and animation
Ch 13-14 – Marketing/Advertising Slide 17
Media Planning Media Planning Media planning – process of selecting media and deciding the time and space in which the ads should appear
1. Can the medium present the product and the appropriate business image
2. Can the desired customers be targeted with the medium
3. Will the medium get the desired response rate
Ad agency – business that specializes in developing adsAd campaign – series of ad messages that share theme
Ch 13-14 – Marketing/Advertising Slide 18
Media Measurement Media Measurement
Audience – the number of homes or people an ad is exposed to
Frequency – the number of times an audience see or hears an ad
Cost per thousand – the media cost of exposing 1,000 readers or viewers to an advertising impression
Nielsen Media Research
Ch 13-14 – Marketing/Advertising Slide 19
Advertising Rates Advertising Rates Price determined by:• size of an ad• # of people it reaches• how often it appears • when it appears • where it is placed
Where have youSeen their ads?
Ch 13-14 – Marketing/Advertising Slide 20
Print MediaPrint Media - Newspaper/magazine rates based on circulation - or number of people who read them- sold by the inch on the page- Ads on front/back cover cost more
Broadcast MediaBroadcast Media- made in 10, 30, 60 second spots- cost radio/TV ads depends audience size, time of day shown (Prime Time)- national network ads > local station ads- pay more for OSCAR or SUPER BOWL ads
Advertising Rates Advertising Rates
Ch 13-14 – Marketing/Advertising Slide 21
HOMEWORK
Pg. 244
Questions 2-6
Ch 13-14 – Marketing/Advertising Slide 22
Broadcast MediaBroadcast Media BroadcastBroadcastMediaMedia
Ch 13-14 – Marketing/Advertising Slide 23
CommercialsCommercials
Milk CommercialMiller CommercialWendy’sWheatiesNike CommercialNike Commercial – 2003Federal Express AdReebok – Terry TateMiller – Twist to openMiller – wrestlingNike – Naked manHeinekin Beer
RESOURCES
Adslogans.comX-Tremeinformation.com
Advertising ArchivePocketmovies.net
Advertisementave.comVisit4Info.com
BUD-Lizards1
BUD-Sheets
Doritos1
Doritos2
Blockbuster
Reebok
TB Sauce
Gatorade MJ
BUD-Lizards1
BUD-Lizards1
End of ChapterMarketing in Today’s World
13
Ch 13-14 – Marketing/Advertising Slide 25
Advertising Slogans QuizAdvertising Slogans Quiz1) "Be all you can be."2) “Have it your way.”3) “Snap, crackle, pop.”4) “They melt in your mouth, not in your hand.”5) “Where do you want to go today?”6) “I’m lovin’ it!”7) “It's everywhere you want to be.”8) “Drivers wanted.”9) “Reach out and touch someone.”10) "M'm! M'm! Good!“11) "When it absolutely, positively has to be there overnight.“12) "Finger lickin' good.“13) "Fly the friendly skies.”14) “Breakfast of champions.”15) "When you care enough to send the very best.”16) "Because I'm worth it.”17) “The quicker picker upper.”
The US ARMYBURGER KINGRICE KRISPIES
M&M’sMicrosoft
McDonald’sVISA
VOLKSWAGENAT&T
Campbell’s SoupFed EX
KFCUnited Airlines
WheatiesHallmark
L’OrealBounty Paper Towels