AdvertisingAn Element of

Promotion

Lesson Objectives• Explain the concept and purpose of

advertising• Identify the types of advertising

media• Discuss planning and selection of

media

What is Advertising?

The non-personal communication of ideas and

products by an identified sponsor.

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)

Promotional Advertising• Designed to increase sales of a company’s

products• Create an interest in products• Introduce new products and businesses• Explain a product• Support personal selling efforts• Create new markets

Institutional Advertising• Attempts to create a favorable

impression (image) and goodwill for a business or an organization• Presents information about a

company’s role in the community, important public issues and topics of general interest.

Medium/Media• Agencies, means or instruments used to

convey messages

Print Media• Written form• Oldest• More effective

• Newspaper• Magazine• Direct Mail• Outdoor• Directory• Transit

Broadcast Media• Television• Radio• Internet

Specialty Media• Inexpensive

novelty items with an advertiser’s name

• “Free” with noobligation to buy

• Calendars• Pens/pencils• Hats• Key chains• Coffee mugs• The list is

endless

Other Media• Sports arenas• Theaters• Home video rentals• DVDs and CD-ROMs• In-store– Electronic shelf ads– Instant coupons– Floor– Cart displays– Sound systems

Digital Media

TV versus Digital Media Television

• Standards for advertising to children

• May not pressure or mislead children

• Not allowed to exaggerate product characteristics

• advertising alcohol and tobacco products to minors is forbidden.

Digital Media

• Largely unregulated• No national boundaries

TV versus Digital MediaTelevision

• Engages children only as passive consumers who just watch and listen

Digital Media• Engages children

interactively, • Allows them to react

to the content provided by the marketer and participate in online environments

TV versus Digital MediaTelevision

• Time slots purchased to appeal to specific markets

• Advertising on television has a certain "look and feel"

Digital Media• Corporations create their

own programming.• Build entire online

environments • Collect information about

their present and future customers.

• Blended into the content of a Web site

• Lines are blurred between advertising, entertainment and information.

TV versus Digital Media

Television• Traditional marketing

tools give advertisers audience profile

• Children are anonymous

Digital Media• Internet marketers can

collect data through interactions:– Registration forms– Quizzes and surveys– Computer ‘cookies’

Online Marketing Strategies

Banner Ads

• Most obvious strategy• Sometimes flashing or animated• Encourages ‘clicking’ to obtain

more information about products

Subtle Ads• Virtual environments• Key words– World– Village– Town– Clubhouse– Planet

• Personalization

Other Strategies

• Trade Characters– Brand recognition– Brand loyalty

• Interactive games and activities

• Downloadable screensavers

• E-mail postcards• Clubs• Contests

Media Planning and Selection

• Process of selecting ad media

• Deciding time/space allocation

• Presents the product and appropriate business image?

• Targets desired customer?

• Results in desired response rate

(cost-effectiveness)

ADVERTISING

An Element of Promotion