copyright © 2014 by the university of kansas using paid advertising
TRANSCRIPT
Copyright © 2014 by The University of Kansas
Using Paid Advertising
Copyright © 2014 by The University of Kansas
What is advertising?Paid “air time” on radio or television, or page space in
newspapers or magazines.
Copyright © 2014 by The University of Kansas
Broadcast advertising
• Usually 10-, 20-, 30-, and 60-second spots.• Production usually available.
Copyright © 2014 by The University of Kansas
Print advertising
• Ads measured in inches.• Ad sizes are referred to in terms of the page layout.
Copyright © 2014 by The University of Kansas
Other media
• Outdoor advertising.• Bumper stickers.• Phone card advertising.• Ads in elevators, public restrooms, automated
teller machines, etc.• Direct mail advertising.
Copyright © 2014 by The University of Kansas
Why pay for ads?
•To increase name recognition. •To reach the audience you want. •To have more control over the message. •To have control over when and how often your message is broadcast or printed. •To turn back claims or criticism of your opponents.
Copyright © 2014 by The University of Kansas
When should you advertise?
• Decide what you want to accomplish & if you can afford enough ads to do so?
• Decide if you can you use it to respond to attacks or current events?
• Decide if you can use it to make facts more interesting?
• Decide if you can you use it to thank your supporters?
Copyright © 2014 by The University of Kansas
How to advertise• Decide whether to work with an agency.• Decide on target audience.• Decide on the medium.• Come up with a budget.• Produce your ad.• Know and meet deadlines.• Follow up by tracking its appearance and trying to
gauge its effectiveness.