“get into entrepreneurship” memory reed harris co. high school 2007 promotion advertising media

“Get Into Entrepreneurship” Memory Reed Harris Co. High

School 2007

PromotionPromotion

Advertising MediaAdvertising Media


School 2007

How Many Ads to You How Many Ads to You See Each Week?See Each Week?

The average The average person is person is exposed to exposed to approximately approximately 2000 ads each 2000 ads each week. Do you week. Do you see that many see that many or more?or more?


School 2007

What is advertising?What is advertising?

Advertising is any paid form of non-Advertising is any paid form of non-personal presentation and promotion personal presentation and promotion of ideas, goods or services by an of ideas, goods or services by an identified sponsor.identified sponsor.• The time or space devoted to it is paid The time or space devoted to it is paid forfor

• It uses a set format to carry the It uses a set format to carry the message rather than personal, one-on-one message rather than personal, one-on-one sellingselling

• It identifies the sponsor of the messageIt identifies the sponsor of the message


School 2007

How does advertising How does advertising use a set format?use a set format?

Advertisements are measured Advertisements are measured by time or spaceby time or space• A radio spot is usually 30 A radio spot is usually 30 seconds long (time)seconds long (time)

• A newspaper ad can be 1/4 page A newspaper ad can be 1/4 page (space)(space)


School 2007

The Main Purpose of The Main Purpose of AdvertisingAdvertising

To sell products or ideas by To sell products or ideas by presenting its message so presenting its message so well that the customer will well that the customer will buy the product or accept the buy the product or accept the idea presented.idea presented.


School 2007

Promotional Promotional AdvertisingAdvertising

Promotional advertising is Promotional advertising is advertising that is designed to advertising that is designed to increase sales byincrease sales by• creating an interest in productscreating an interest in products• introducing new products and introducing new products and businessesbusinesses

• explaining a productexplaining a product• supporting personal selling effortssupporting personal selling efforts• creating new marketscreating new markets


School 2007

Institutional Institutional AdvertisingAdvertising

Institutional advertising Institutional advertising attempts to create a favorable attempts to create a favorable impression (image) and goodwill impression (image) and goodwill for a business or an organizationfor a business or an organization• Purpose is to develop a positive Purpose is to develop a positive image by presenting information image by presenting information about a company’s role in the about a company’s role in the community, important public issues community, important public issues and topics of general interest.and topics of general interest.


School 2007

MediaMedia

Media are the agencies, means Media are the agencies, means or instruments used to convey or instruments used to convey messagesmessages


School 2007

Three Categories of Three Categories of Advertising MediaAdvertising Media

Print mediaPrint media Broadcast mediaBroadcast media Specialty mediaSpecialty media


School 2007

Print MediaPrint Media

Print media can include any Print media can include any of the following:of the following:• NewspapersNewspapers• Direct MailDirect Mail• MagazineMagazine• Outdoor AdvertisingOutdoor Advertising• Directory AdvertisingDirectory Advertising• Transit AdvertisingTransit Advertising


School 2007

Why is Newspaper Why is Newspaper Advertising Important?Advertising Important?

Approximately 55% of adults Approximately 55% of adults read the newspaper everydayread the newspaper everyday

Do you read the newspaper?Do you read the newspaper? Do your parents or guardians Do your parents or guardians read the newspaper?read the newspaper?


School 2007

National, State and National, State and LocalLocal

U.S.A. TodayU.S.A. Today The Wall Street JournalThe Wall Street Journal The New York TimesThe New York Times The Atlanta Journal/ConstitutionThe Atlanta Journal/Constitution The LaGrange Daily NewsThe LaGrange Daily News The Columbus Ledger/EnquirerThe Columbus Ledger/Enquirer The Harris County JournalThe Harris County Journal


School 2007

What is a shopper?What is a shopper?

Someone who likes to shop?Someone who likes to shop? A community newspaper that A community newspaper that contains no editorial content contains no editorial content and is delivered free to and is delivered free to persons who live in certain persons who live in certain areas (full of ads)areas (full of ads)

The LaGrange ShopperThe LaGrange Shopper The Thrifty NickelThe Thrifty Nickel


School 2007

Advantages & Advantages & Disadvantages of Disadvantages of Newspaper AdvertisingNewspaper Advertising

Large readershipLarge readership Known circulation (easy to Known circulation (easy to target)target)

Low costLow cost Timely and flexibleTimely and flexible

• Wasted circulationWasted circulation• Disposable (short lifespan)Disposable (short lifespan)• Poor quality advertisingPoor quality advertising


School 2007

Magazine Magazine ClassificationsClassifications

LocalLocal RegionalRegional National weekliesNational weeklies MonthliesMonthlies QuarterliesQuarterlies


School 2007

Consumer Vs. BusinessConsumer Vs. Business

Consumer magazines are read for Consumer magazines are read for personal pleasure or interestpersonal pleasure or interest• Reader’s Digest, Vogue, Sports Reader’s Digest, Vogue, Sports IllustratedIllustrated

• Business magazines appeal to people Business magazines appeal to people with general interest in business with general interest in business or a particular field within or a particular field within businessbusiness– Business Week, Inc., Forbes, Marketing Business Week, Inc., Forbes, Marketing NewsNews


School 2007

Advantages & Advantages & Disadvantages of Disadvantages of Magazine AdvertisingMagazine Advertising

Easy to target your marketEasy to target your market Read slowly and thoroughlyRead slowly and thoroughly Good print qualityGood print quality Longer life span because they are Longer life span because they are kept an extended period of timekept an extended period of time• Less mass appeal within a geographic Less mass appeal within a geographic areaarea

• More expensive than newspapersMore expensive than newspapers• Not timely or flexible (long lead Not timely or flexible (long lead times)times)


School 2007

Direct Mail Direct Mail AdvertisingAdvertising (Junk Mail) (Junk Mail)

Advertising that is sent directly to Advertising that is sent directly to prospective customers through the prospective customers through the mailmail

More than $80 billion in goods and More than $80 billion in goods and services sold annually through services sold annually through direct maildirect mail

Have you ever bought anything Have you ever bought anything through direct mail advertising?through direct mail advertising?

What do you do with it when you get What do you do with it when you get it?it?


School 2007

Advantages & Advantages & Disadvantages of Disadvantages of Direct Mail Direct Mail AdvertisingAdvertising

Advertiser can be highly selectiveAdvertiser can be highly selective Flexible and secretiveFlexible and secretive Wide choice of formatsWide choice of formats Can use coupons or other Can use coupons or other incentivesincentives

Can directly make the saleCan directly make the sale• Low level of response (-1%)Low level of response (-1%)• High costsHigh costs• Poor image (junk mail) often not readPoor image (junk mail) often not read


School 2007

Outdoor AdvertisingOutdoor Advertising

Non-standardized outdoor signs Non-standardized outdoor signs are used by local firms at are used by local firms at their place of business or in their place of business or in other locations throughout the other locations throughout the community.community.

Standardized outdoor signs are Standardized outdoor signs are available to local, regional available to local, regional or national advertisers.or national advertisers.


School 2007

Three types of Three types of standardized outdoor standardized outdoor signssigns

Posters - Preprinted sheets put up Posters - Preprinted sheets put up like wallpaper on outdoor billboards like wallpaper on outdoor billboards (McDonalds)(McDonalds)

Painted bulletins - Painted Painted bulletins - Painted billboards that are changed every 6 billboards that are changed every 6 months to a yearmonths to a year

Spectaculars - outdoor signs using Spectaculars - outdoor signs using lights, moving parts and are lights, moving parts and are situated in high traffic areas or situated in high traffic areas or cities (Chick-Fil-A)cities (Chick-Fil-A)


School 2007

Advantages and Advantages and Disadvantages of Disadvantages of Outdoor AdvertisingOutdoor Advertising

Highly visibleHighly visible Relatively inexpensiveRelatively inexpensive Permits easy repetition of messagePermits easy repetition of message Can be geographically tailored for Can be geographically tailored for target markettarget market• Short message due to limited viewing Short message due to limited viewing timetime

• Unknown audienceUnknown audience• Government regulationsGovernment regulations


School 2007

Directory AdvertisingDirectory Advertising

Alphabetical listing of businessesAlphabetical listing of businesses• Relatively inexpensiveRelatively inexpensive• Found in 98% of households - all Found in 98% of households - all demographicsdemographics

• Kept for at least a year - not thrown Kept for at least a year - not thrown awayaway

• Very inflexible due to being printed Very inflexible due to being printed yearlyyearly

• Wasted advertising (to non-target Wasted advertising (to non-target market)market)


School 2007

Transit AdvertisingTransit Advertising

Using public facilities to advertise Using public facilities to advertise - such as subways, on buses and - such as subways, on buses and taxis, in stationstaxis, in stations

Reaches a wide and captive audienceReaches a wide and captive audience EconomicalEconomical Defined market (usually urban)Defined market (usually urban)

• Unavailable in smaller townsUnavailable in smaller towns• Subject to defacementSubject to defacement• Restricted to certain travel destinationsRestricted to certain travel destinations


School 2007

Broadcast MediaBroadcast Media

Radio - 6+ years listening to Radio - 6+ years listening to the radiothe radio

Television - 10+ years Television - 10+ years watching television in 70 watching television in 70 yearsyears


School 2007

Radio AdvertisingRadio Advertising

96% of people over 12 are 96% of people over 12 are reached by radioreached by radio

Prime time is morning and Prime time is morning and afternoon drive times - afternoon drive times - advertisers guaranteed advertisers guaranteed concentrated audienceconcentrated audience

Ads are available in 15, 30 Ads are available in 15, 30 or 60 second time slotsor 60 second time slots


School 2007

Advantages and Advantages and Disadvantages of Radio Disadvantages of Radio AdvertisingAdvertising

Select an audience Select an audience - target their - target their marketmarket

Flexible - can Flexible - can change quickly and change quickly and easilyeasily

Mobile (can be Mobile (can be taken anywhere - taken anywhere - shopping, jogging, shopping, jogging, hiking or driving)hiking or driving)

Short life spanShort life span Sometimes many Sometimes many stations - have stations - have to decide which to decide which to use or use to use or use them all (more them all (more expensive)expensive)

Distractions - Distractions - no visual no visual involvementinvolvement


School 2007

Television AdvertisingTelevision Advertising

The The ultimate ultimate advertising advertising medium because it can medium because it can communicate with sound, communicate with sound, action and coloraction and color

Prime time is 7 p.m. - 11 Prime time is 7 p.m. - 11 p.m.p.m.

Infomercials - 30 minute Infomercials - 30 minute commercials (Sham WOW!)commercials (Sham WOW!)


School 2007

Advantages & Advantages & Disadvantages of Disadvantages of Television AdvertisingTelevision Advertising

All elements for All elements for creative messagecreative message

BelievabilityBelievability More personal & More personal & effectiveeffective

Can reach the Can reach the masses or target masses or target specific interestsspecific interests

Adaptable to Adaptable to special needsspecial needs

Expensive - the Expensive - the highest production highest production costs - too high costs - too high for small for small businessesbusinesses

Audience size is Audience size is not assurednot assured

Nuisance - channel Nuisance - channel surfing - leave surfing - leave during commercialsduring commercials


School 2007

Advertising in U.S. Advertising in U.S. SchoolsSchools

Some oppose Channel One because they believe the Some oppose Channel One because they believe the station misuses valuable educational time. station misuses valuable educational time. Others are offended by commercialization of the Others are offended by commercialization of the school environmentschool environment

Advertisers hope students will become more aware Advertisers hope students will become more aware of and ultimately buy their products. of and ultimately buy their products. Disadvantages include the perception that the Disadvantages include the perception that the advertisers are forcing students to watch TV advertisers are forcing students to watch TV advertising or use a particular productadvertising or use a particular product

College recruiters, yearbook ads, candy sale College recruiters, yearbook ads, candy sale postersposters

Some people may see advertising in schools as Some people may see advertising in schools as forcing products on a captive audience or may forcing products on a captive audience or may perceive businesses as taking advantage of perceive businesses as taking advantage of schoolsschools


School 2007

Specialty MediaSpecialty Media

Inexpensive, Inexpensive, useful items useful items with an with an advertiser’s advertiser’s name printed on name printed on them - usually them - usually given awaygiven away


School 2007

Other Types of Other Types of Advertising MediaAdvertising Media

Sports Arena BillboardsSports Arena Billboards Movie theater commercialsMovie theater commercials Hot air balloons, blimps, Hot air balloons, blimps, skywriting, bannersskywriting, banners

Shelf ads, shopping cart ads, Shelf ads, shopping cart ads, coupon machines, receipt adscoupon machines, receipt ads


School 2007

Is there anything else Is there anything else we are missing?we are missing?

What about the What about the Internet?Internet?

What advantages What advantages and and disadvantages disadvantages might there be?might there be?


School 2007

Media Rates - Services Media Rates - Services AvailableAvailable

Standard Rate and Data Service - Standard Rate and Data Service - gives rates for most major media gives rates for most major media according to broad categories according to broad categories (print, broadcast)(print, broadcast)

Audit Bureau of Circulation (ABC) Audit Bureau of Circulation (ABC) - Print media use this to verify - Print media use this to verify circulation figures because circulation figures because advertising rates are based on advertising rates are based on circulationcirculation


School 2007

Classified Ads and Classified Ads and Display AdsDisplay Ads

Classified ads can advertise Classified ads can advertise everything from services everything from services performed to houses for sale to performed to houses for sale to job openings (costs per word job openings (costs per word used)used)

Display ads are creative Display ads are creative illustrations of the product illustrations of the product being advertised. (costs for being advertised. (costs for space used)space used)


School 2007

Newspaper RatesNewspaper Rates

Column Inch Rates - number of columns by Column Inch Rates - number of columns by number of inches deep multiply by the number of inches deep multiply by the raterate

Run of Paper rate - The newspaper Run of Paper rate - The newspaper chooses where to run the ad - you don’t chooses where to run the ad - you don’t choose the locationchoose the location

Open Rate - Basic charge for a minimum Open Rate - Basic charge for a minimum amount of space (non-contract rate)amount of space (non-contract rate)

Contract Rate - Discounted rates for Contract Rate - Discounted rates for guaranteed amount of advertising in a guaranteed amount of advertising in a time periodtime period


School 2007

CPMCPM

CPM is the cost per thousand CPM is the cost per thousand rate - the cost of exposing rate - the cost of exposing 1000 readers to an ad1000 readers to an ad

Cost of the ad X1000 Cost of the ad X1000 = cost per = cost per thousand (cpm) thousand (cpm) CirculationCirculation

Used to compare the rates for Used to compare the rates for different papers with different different papers with different circulationscirculations


School 2007

Magazine RatesMagazine Rates

Bleed - 1/2 or Bleed - 1/2 or full page ads are full page ads are printed to the printed to the very edge (no very edge (no white border) +15-white border) +15-20%20%

Black & White - Black & White - Lowest rates - Lowest rates - black & white adsblack & white ads

Color - Each color Color - Each color adds more costadds more cost

Full color - 4 Full color - 4 colorcolor

Premium position - Premium position - ad placement in ad placement in mag.mag.

Discounts - Discounts - frequency, frequency, commission, cashcommission, cash

CPM - Cost per CPM - Cost per thousand in thousand in circulationcirculation


School 2007

The SpotThe Spot

Spot radioSpot radio refers refers to the to the geographical area geographical area an advertiser an advertiser wants to reach wants to reach with its with its advertising. advertising. Identify target Identify target market & market & potential potential customerscustomers

Spot Spot commercials commercials are are advertising advertising messages of one messages of one minute or less minute or less that can be that can be carried on carried on network or spot network or spot radio.radio.


School 2007

Different radio Different radio advertising optionsadvertising options

Network Radio advertising - a broadcast from Network Radio advertising - a broadcast from a studio to all affiliated radio stations a studio to all affiliated radio stations throughout the country (John Boy & Billy)throughout the country (John Boy & Billy)

National spot radio advertising - National National spot radio advertising - National firms advertise on a local station-by-firms advertise on a local station-by-station basis. - target marketsstation basis. - target markets

Local radio advertising - local businesses Local radio advertising - local businesses advertise for its target marketadvertise for its target market

Run of schedule - lets the radio station Run of schedule - lets the radio station determine when to run the advertisementdetermine when to run the advertisement


School 2007

Television RatesTelevision Rates

Advertising rates vary with the Advertising rates vary with the time of day.time of day.

Prime time is the most expensive - Prime time is the most expensive - 7-11 p.m.7-11 p.m.

Class AA time is prime time - other Class AA time is prime time - other times are Class A, B, C and D. times are Class A, B, C and D.

Advertisers need to choose the time Advertisers need to choose the time slot that receives the most viewers slot that receives the most viewers in their target market.in their target market.

“get into entrepreneurship” memory reed harris co. high school 2007 promotion advertising media

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