Advertising

Chapter 19

Advertising Slogans - Quiz

1. Challenge everything 2. Do you have the

bunny inside? 3. We bring good things

to life. 4. Play More 5. Where do you want to

go today? 6. Can you hear me

now? Good. 7. So easy a caveman

can do it.

8. Are you in good hands? 9. Impossible is nothing. 10. Just do it 11. Betcha can't eat just

one 12. It's the real thing13. The Choice of a New

Generation14. Kid tested. Mother

approved. 15. Not going anywhere for

a while? Grab a __________

Advertising Slogan Quiz

1. Challenge everything – EA Games

2. Do you have the bunny inside? – Energizer Max, since 2000s

3. We bring good things to life. – GE (General Electric till 2002)

4. Play More – Xbox 360

5. Where do you want to go today? – Microsoft, 1996

6. Can you hear me now? Good. – Verizon

7. So easy a caveman can do it. – GEICO

8. Are you in good hands? – Allstate

Advertising Slogan Quiz

9. Impossible is nothing. – Adidas

10. Just do it – Nike, Inc. (foot wear),

11. Betcha can't eat just one – Lay's potato chips

12. It's the real thing– Coca-Cola

13. The Choice of a New Generation– Pepsi

14. Kid tested. Mother approved. – Kix

15. Not going anywhere for a while? Grab a Snickers.

Ch 19 Sec 1 – Advertising Media

• The concept and purpose of advertising

• The different types of advertising media

What you’ll learn . . .

Advertising and Its Purpose

• Advertising is any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor

• Advertising is everywhere!

Two main types of advertising

• Promotional advertising

– Introduces new products and businesses

– Encourages an interest in products

– Explains product and service features

• Institutional advertising

– Attempts to create a favorable impression and goodwill for a business or an organization.

Types of Media

• Print Media

• Broadcast Media

• Online Advertising

• Specialty Media

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

advertising messages to the public.

Print Media

Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards.

They are among the oldest and most effective types of advertising.

Newspaper Advertising

• Local (San Jose Mercury News, Hollister Free Lance, Pinnacle) or National (USA Today)

• Daily or weekly

• Shopper

– Little editorial content

– Delivered free

Newspaper Advertising

• Advantages– Large readership and a high level of reader

involvement– Advertisers can target certain people– The cost is relatively low– Ads are timely

• Disadvantages– Wasted circulation– Short life– Black and white (although many papers are

changing to color format)

Magazine Advertising

• Classified as

– Local, regional, or national

– Weeklies, monthlies, and quarterlies

– Consumer or business (trade)

Magazine Advertising

• Advantages– Can target audiences– Longer life span– Print quality is good– People keep magazines longer than

newspapers– Offer a variety of presentation formats

• Disadvantages– Less mass appeal within a geographical

area– More expensive– Deadlines make them less timely

Direct-Mail Advertising

• Sent by businesses directly through the mail

• Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters.

• Mailing lists are assembled from current customer records or they may be purchased.

Direct-Mail Advertising

• Advantages– Can be highly selective– Controlled timing– Can be used to actually make the sale

• Disadvantages– Low response level– People think of it as “junk mail”– Dated lists– Cost is high

Directory Advertising

• An alphabetical listing of households and businesses.

• The best known are telephone directories.

Directory Advertising

• Advantages– Relatively inexpensive– Can be used with all demographic groups– Are found in 98% of American households– Usually kept for at least a year

• Disadvantage– Only printed once a year– Some service business’ are used infrequently;

therefore, directory advertising must be combined with another type.

Outdoor Advertising

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

• Purchased from outdoor advertising companies in standard sizes

• Are placed in highly traveled roads, and freeways where there is high visibility.

• Posters – pre-printed sheets put up like wallpaper on outdoor billboards.

• Painted bulletins – painted billboards that are changed about every six months to a year.

• Spectaculars – use lights or moving parts and are in high traffic areas.

A billboard gets right to the point

Which type of outdoor advertising is this?

Outdoor Advertising

• Advantages

– Highly visible and relatively inexpensive

– 24-hour a day message and located to reach specific target markets

• Disadvantages

– Becoming more restricted – increasingly regulated

– Limited viewing time

Transit Advertising

• Uses public transportation facilities

• Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals

Transit Advertising

• Advantages

– Reaches a wide captive audience

– Economical

– Defined market

• Disadvantages

– Not available in smaller towns and cities

– Subject to defacement

Broadcast Media

• Includes radio and television

• The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime

Television Advertising

• Communicates with sound, action, and color.

• Prime time is between 8 and 11 p.m.

• Is appealing to large companies with widespread distribution.

Institutional TV Commercials

Television Advertising

• Advantages– Can be directed to an audience with a specific

interest– Message can be adapted to take advantages

of holidays and special events• Disadvantages

– Highest production cost of any media type– High dollar cost for the time used– Actual audience size is not assured – people

leave the room or channel surf – effect of TIVO

Radio Advertising

• Radio reaches 96 % of people over 12 yrs Radio reaches 96 % of people over 12 yrs which makes it very effectivewhich makes it very effective

• Best times are “drive times” – morning and Best times are “drive times” – morning and late afternoon/early eveninglate afternoon/early evening

Radio

Radio Advertising

• Advantages– Can select an audience, such as teens

by choosing the right station– More flexible than print – messages can

be easily changed– It’s a mobile medium – can be taken just

about anywhere• Disadvantages

– Short life span – when broadcast, it is over

– Lack of visual involvement

Online Advertising

• Placing advertising messages on the Internet

• Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

Specialty Media

• Relatively inexpensive, useful items with an advertisers name printed on them

• Given away with no obligation attached

• Calendars, magnets, pens, pencils, memo pads, and key chains

Other Advertising Media

• Businesses are constantly creating innovative means of transmitting their messages

• Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc.

Advertising

Chapter 19.2

Chapter 19 Transition

• Get your Marketing Workbook

– Complete Page 167 – 168

– Use a new Excel workbook

– Copy data and follow directions to create pie chart

– Save to your folder as:Marketing-WB-167-filastname

• Get out your Chapter 19 Note-Guides

• Prepare to finish Chapter 19 Notes

• Chapter 19 Class Work

Creative Billboards

Media Planning and Selection

• The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.

• To establish the media plan, advertisers should ask three basic questions:

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?

Media MeasurementTo understand media measurement, you need to become familiar with several key terms:

The number of homes or people exposed to an ad is called the audience

A single exposure to an advertising message is called an impression

Frequency is the number of times an audience sees or hears an advertisement.

Marketing Essentials Chapter 19, Section 19.2

Media Measurement

Cost per thousand (CPM) is the media cost of exposing 1,000 people to an advertising impression.

It is the tool used to compare the effectiveness of different types of media.

Marketing Essentials Chapter 19, Section 19.2

Media MeasurementReadership of print media is measured by surveys or estimated by circulation.

The TV audience is measured with diaries or meter data collected by Nielsen Media Research.

Numbers of radio listeners are tracked by the Arbitron Company using listening diaries.

Online audiences are measured with surveys and computer software tracking systems.

Marketing Essentials Chapter 19, Section 19.2

Media Rates

Advertising uses a set format that is defined in terms of time (broadcast media) or space (print or online media).

Media costs vary greatly, not just with type of media but also with geographical location and audience.

Marketing Essentials Chapter 19, Section 19.2

Newspaper Rates

Newspaper rates are divided into two categories, depending on whether the ad is a classified ad or a display ad.

•Classified ads: Effective for selling, paid by the word or line

•Display ads: General commercial ads, paid by the space used

Marketing Essentials Chapter 19, Section 19.2

Magazine RatesMagazine rates are based on:

•Circulation

•Type of readership

•Production techniques

Marketing Essentials Chapter 19, Section 19.2

Magazine RatesThere are different magazine rates, including:

•Bleed: Half- or full-page ads printed all the way to the edge of the page

•Black-and-white versus color printing

•Premium position: Placement on the back cover or on the first page

•Discount: Price cuts based on frequency of advertising or early payment for the ad.

Marketing Essentials Chapter 19, Section 19.2

Online Rates Online advertising rates are based upon the type of format the customer desires,

Such as banner, button, and pop-up.

They are also set on a CPM rate of page views.

Marketing Essentials Chapter 19, Section 19.2

Radio Rates Costs of radio advertising vary according to:

•Where the ad will air

•What time of day the commercial will be broadcast

•Length of the ad

Ads can air on network radio (a national broadcast), national spot radio (airing in certain areas only), or local radio.

Radio ad rates are highest during the morning and late afternoon, also called drive times.

Marketing Essentials Chapter 19, Section 19.2

Television RatesLike radio, TV rates depend on where the commercial will air, what time of day, and the ad’s length.

Prime time (8 P.M. to 11 P.M.) is the most expensive time to advertise on television.

Marketing Essentials Chapter 19, Section 19.2

Promotional Budget

The promotional budget considers the cost for developing and placing or airing advertising, and the cost of related staffing.

Four common promotional budgeting methods are:

1. Percentage of sales

2. All you can afford

3. Following the competition

4. Objective and task

Marketing Essentials Chapter 19, Section 19.2

Promotional Budget

1. In the percentage of sales method, the budget is decided based on a percentage of past or anticipated sales

The most common method

Promotional Budget

2. If a company follows the “all you can afford” method, it pays all expenses, then applies the remainder of its funds to promotional activities.

Marketing Essentials Chapter 19, Section 19.2

Promotional Budget

3. The “following the competition” method bases its budget on the competitor’s promotional expenditures or the competitor’s market share.

It is considered a weak method because it is based on the competitor’s objectives.

Marketing Essentials Chapter 19, Section 19.2

Promotional Budget

4. The objective and task method determines goals, considers the necessary steps to meet them, and determines the cost of activities to meet those goals.

Marketing Essentials Chapter 19, Section 19.2

Class Work Chapter 19

• Textbook:

–Page 408, #1 – 4–Page 415, 1 – 4

–Page 417, # 14 – 20• Save to your folder as:

Marketing-CW-19-filastname• Complete Chapter 19 Packet in

class and as homework