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How Many Ads to You See Each Week?
The average person is exposed to approximately 2000 ads each week. Do you see that many or more?
What is advertising?
Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.• The time or space devoted to it is
paid for• It uses a set format to carry the
message rather than personal, one-on-one selling
• It identifies the sponsor of the message
How does advertising use a set format?
Advertisements are measured by time or space• A radio spot is usually 30 seconds
long (time)• A newspaper ad can be 1/4 page
(space)
The Main Purpose of Advertising
To sell products or ideas by presenting its message so well that the customer will buy the product or accept the idea presented.
Promotional Advertising
Promotional advertising is advertising that is designed to increase sales by• creating an interest in products• introducing new products and
businesses• explaining a product• supporting personal selling efforts• creating new markets
Institutional Advertising
Institutional advertising attempts to create a favorable impression (image) and goodwill for a business or an organization• Purpose is to develop a positive
image by presenting information about a company’s role in the community, important public issues and topics of general interest.
Print Media
Print media can include any of the following:• Newspapers• Direct Mail• Magazine• Outdoor Advertising• Directory Advertising• Transit Advertising
Why is Newspaper Advertising Important?
Approximately 55% of adults read the newspaper everyday?
Do you read the newspaper? Do your parents or guardians read
the newspaper?
National, State and Local
U.S.A. Today The Wall Street Journal The New York Times The Atlanta Journal/Constitution
What is a shopper?
Someone who likes to shop? A community newspaper which
contains no editorial content and is delivered free to persons who live in certain areas (full of ads)
The Thrifty Nickel
Advantages & Disadvantages of Newspaper Advertising
Large readership Known circulation (easy to target) Low cost Timely and flexible
• Wasted circulation• Disposable (short lifespan)• Poor quality advertising
Consumer Vs. Business
Consumer magazines are read for personal pleasure or interest• Reader’s Digest, Vogue, Sports
Illustrated• Business magazines appeal to people
with general interest in business or a particular field within business– Business Week, Inc., Forbes, Marketing
News
Advantages & Disadvantages of Magazine Advertising
Easy to target your market Read slowly and thoroughly Good print quality Longer life span because they are
kept of an extended period of time• Less mass appeal within a geographic
area• More expensive than newspapers• Not timely or flexible (long lead
times)
Direct Mail Advertising (Junk Mail)
Advertising that is sent directly to prospective customers through the mail
(More than $80 billion in goods and services sold annually through direct mail)
Have you ever bought anything through direct mail advertising?
What do you do with it when you get it?
Advantages & Disadvantages of Direct Mail Advertising
Advertiser can be highly selective Flexible and secretive Wide choice of formats Can use coupons or other
incentives Can directly make the sale
• Low level of response (-1%)• High costs• Poor image (junk mail) often not read
Outdoor Advertising
Non-standardized outdoor signs are used by local firms at their place of business or in other locations throughout the community.
Standardized outdoor signs are available to local, regional or national advertisers.
Three types of standardized outdoor signs
Posters - Preprinted sheets put up like wallpaper on outdoor billboards (McDonalds)
Painted bulletins - Painted billboards that are changed every 6 months to a year
Spectaculars - outdoor signs using lights, moving parts and are situated in high traffic areas or cities (Chick-Fil-A)
Advantages and Disadvantages of Outdoor Advertising
Highly visible Relatively inexpensive Permits easy repetition of message Can be geographically tailored for
target market• Short message due to limited viewing
time• Unknown audience• Government regulations
Directory Advertising
Alphabetical listing of businesses• Relatively inexpensive• Found in 98% of households - all
demographics• Kept for at least a year - not thrown
away• Very inflexible due to being printed
yearly• Wasted advertising (to non-target
market)
Transit Advertising
Using public facilities to advertise - such as subways, on buses and taxis, in stations
Reaches a wide and captive audience
Economical Defined market (usually urban)
• Unavailable in smaller towns• Subject to defacement• Restricted to certain travel
destinations
Broadcast Media
Radio - 6+ years listening to the radio
Television - 10+ years watching television in 70 years
Radio Advertising
96% of people over 12 are reached by radio
Prime time is morning and afternoon drive times - advertisers guaranteed concentrated audience
Ads are available in 15, 30 or 60 second time slots
Advantages and Disadvantages of Radio Advertising
Select and audience - target their market
Flexible - can change quickly and easily
Mobile (can be taken anywhere - shopping, jogging, hiking or driving
Short life span Sometimes many stations - have to
decide which to use or use them all (more expensive)
Distractions - no visual involvement
Television Advertising
The ultimate advertising medium because it can communicate with sound, action and color
Prime time is 7 p.m. - 11 p.m. Infomercials - 30 minute
commercials (The George Foreman Grill)
Advantages & Disadvantages of Television Advertising
All elements for creative message Believability More personal & effective Can reach the masses or target
specific interests Adaptable to special needs
Expensive - the highest production costs - too high for small businesses
Audience size is not assured Nuisance - channel surfing - leave
during commercials
Advertising in U.S. Schools
Some oppose Channel One because they believe the station misuses valuable educational time. Others are offended by commercialization of the school environment
Advertisers hope students will become more aware of and ultimately buy their products. Disadvantages include the perception that the advertisers are forcing students to watch TV advertising or use a particular product
College recruiters, yearbook ads, candy sale posters
Some people may see advertising in schools as forcing products on a captive audience or may perceive businesses as taking advantage of schools
Specialty Media
Inexpensive, useful items with an advertiser’s name printed on them - usually given away
Other Types of Advertising Media
Sports Arena Billboards Movie theater commercials Hot air balloons, blimps,
skywriting, banners shelf ads, shopping cart ads,
coupon machines, receipt ads
Is there anything else we are missing?
What about the Internet?
What advantages and disadvantages might there be?
Media Rates - Services Available
Standard Rate and Data Service - gives rates for most major media according to broad categories (print, broadcast)
Audit Bureau of Circulation (ABC) - Print media use this to verify circulation figures because advertising rates are based on circulation
Classified Ads and Display Ads
Classified ads can advertise everything from services performed to houses for sale to job openings (costs per word used)
Display ads are creative illustrations of the product being advertised. (costs for space used)
Newspaper Rates
Column Inch Rates - number of columns by number of inches deep multiply by the rate
Run of Paper rate - The newspaper chooses where to run the ad - you don’t choose the location
Open Rate - Basic charge for a minimum amount of space (non-contract rate)
Contract Rate - Discounted rates for guaranteed amount of advertising in a time period
CPM
CPM is the cost per thousand rate - the cost of exposing 1000 readers to an ad
Cost of the ad X1000 = cost per thousand (cpm) Circulation
Used to compare the rates for different papers with different circulations
Magazine Rates
Bleed - 1/2 or full page ads are printed to the very edge (no white border) +15-20%
Black & White - Lowest rates - black & white ads
Color - Each color adds more cost
Full color - 4 color Premium position - ad placement
in mag. Discounts - frequency,
commission, cash CPM - Cost per thousand in
circulation
The Spot
Spot radio refers to the geographical area an advertiser wants to reach with its advertising. Identify target market & potential customers
Spot commercials are advertising messages of one minute or less that can be carried on network or spot radio.
Different radio advertising options
Network Radio advertising - a broadcast from a studio to all affiliated radio stations throughout the country (Paul Harvey)
National spot radio advertising - National firms advertise on a local station-by-station basis. - target markets
Local radio advertising - local businesses advertise for its target market
Run of schedule - lets the radio station determine when to run the advertisement