Advertising MediaAdvertising Media

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Why market the business?Why market the business?

To sell items or services that your To sell items or services that your business offersbusiness offers

To generate both sales and profits To generate both sales and profits and generate them in quantities and generate them in quantities greater than could be expected greater than could be expected without marketingwithout marketing

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Different Types of MarketingDifferent Types of Marketing

Advertising- focuses public attention Advertising- focuses public attention on products or services that are for on products or services that are for sale.sale.• Ex.- purchased space in print media, Ex.- purchased space in print media,

websites, or billboardswebsites, or billboards• Ex.-purchased time on broadcast mediaEx.-purchased time on broadcast media

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Different Types of MarketingDifferent Types of Marketing

Promotion- establishes good will and Promotion- establishes good will and to further the growth of the businessto further the growth of the business• Ex.-sponsoring clinics or showsEx.-sponsoring clinics or shows• Ex.-sending cards, newspaper clippings Ex.-sending cards, newspaper clippings

or gifts to important customers on or gifts to important customers on special occasionsspecial occasions

NORTHERN TIGERS FC SCHOOL HOLIDAYS FOOTBALL CLINICS

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Different Types of MarketingDifferent Types of Marketing

Publicity and Public Relations- bring Publicity and Public Relations- bring the business and staff to the the business and staff to the attention of the public to generate a attention of the public to generate a favorable opinionfavorable opinion• Ex.- writing articles for print mediaEx.- writing articles for print media• Ex.- being a guest speaker at garden or Ex.- being a guest speaker at garden or

civic clubcivic club• Ex.- Supporting recreational teamsEx.- Supporting recreational teams

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Major DifferencesMajor Differences

Advertising pays for space or time to Advertising pays for space or time to sell a product or servicesell a product or service

Promotion does things to Promotion does things to develop develop good willgood will

Publicity and Public Relations do Publicity and Public Relations do things to things to bring the business to the bring the business to the public’s attention in a favorable waypublic’s attention in a favorable way

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Types of AdvertisingTypes of Advertising

Immediate response: used if you Immediate response: used if you want immediate or seasonal businesswant immediate or seasonal business• Holiday flowers, home landscaping, Holiday flowers, home landscaping,

spring annualsspring annuals Attitude: used if you want customers Attitude: used if you want customers

to keep in mind your business for to keep in mind your business for future purchasesfuture purchases• Advertising on a regular basis about Advertising on a regular basis about

product or service offeredproduct or service offered

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Major differencesMajor differences

Immediate tries to get immediate Immediate tries to get immediate seasonal salesseasonal sales

Attitude builds the reputation of the Attitude builds the reputation of the business for future salesbusiness for future sales

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Types of MediaTypes of Media

NewspapersNewspapers

MagazinesMagazines

Internet web pagesInternet web pages

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Types of MediaTypes of Media

BillboardsBillboards

Telephone DirectoriesTelephone Directories

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Types of MediaTypes of Media

RadioRadio

TelevisionTelevision

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Types of MediaTypes of Media

Direct MailDirect Mail

Hand billsHand bills

Display windowsDisplay windows

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NewspapersNewspapers

AdvantagesAdvantages Can keep and refer Can keep and refer

to laterto later

DisadvantagesDisadvantages Print only and no Print only and no

soundsound Newspaper Newspaper

subscribers is lesssubscribers is less

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MagazinesMagazines

AdvantagesAdvantages Can keep and refer Can keep and refer

to laterto later Covers wider Covers wider

subscriber subscriber population than population than newspapersnewspapers

DisadvantagesDisadvantages Print only and no Print only and no

soundsound

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Internet Web PagesInternet Web Pages

AdvantagesAdvantages Reaches a broad Reaches a broad

audienceaudience

DisadvantagesDisadvantages Many people do Many people do

not have not have computerscomputers

                                                                           This ad was found at:

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BillboardsBillboards

AdvantagesAdvantages Work 24 hours a Work 24 hours a

day and 7 days a day and 7 days a weekweek

DisadvantagesDisadvantages Customers have to Customers have to

go where the go where the billboards arebillboards are

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Telephone DirectoriesTelephone Directories

AdvantagesAdvantages Help reach new Help reach new

people in areapeople in area

DisadvantagesDisadvantages Not very helpful to Not very helpful to

long-time residentslong-time residents

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RadioRadio

AdvantagesAdvantages Sound and can be Sound and can be

heard at home or heard at home or in vehiclesin vehicles

DisadvantagesDisadvantages Cannot refer back Cannot refer back

to information such to information such as telephone as telephone number or locationnumber or location

Click on the ant!!!

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TelevisionTelevision

AdvantagesAdvantages Large audienceLarge audience Can be seen in Can be seen in

motion and heardmotion and heard

DisadvantagesDisadvantages ExpensiveExpensive Must record to Must record to

refer back to refer back to information such information such as telephone as telephone number or locationnumber or location

Click the lady bug!

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Direct MailDirect Mail

AdvantagesAdvantages Rather inexpensive Rather inexpensive

for the number of for the number of potential potential customerscustomers

Can refer back to it Can refer back to it laterlater

DisadvantagesDisadvantages Considered “Junk Considered “Junk

Mail” and often Mail” and often discardeddiscarded

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Hand Bills (Flyers)Hand Bills (Flyers)

AdvantagesAdvantages Directed to a Directed to a

specific target specific target groupgroup

Can refer back to it Can refer back to it laterlater

DisadvantagesDisadvantages Requires labor to Requires labor to

distributedistribute May cause bad May cause bad

public relations if public relations if left as trashleft as trash

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Display WindowsDisplay Windows

AdvantagesAdvantages Remains for long Remains for long

period of timeperiod of time Low costLow cost

DisadvantagesDisadvantages Customers have to Customers have to

go to where the go to where the window iswindow is

Require laborRequire labor Take up space in Take up space in

buildingbuilding

Window display for a Halloween store

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Good vs. Poor AdvertisementsGood vs. Poor Advertisements

Good AdvertisementsGood Advertisements: :

Time based on buying patternsTime based on buying patterns

Advertise representative products and Advertise representative products and servicesservices

Price to give customers good value for Price to give customers good value for their moneytheir money

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Good Advertisements Good Advertisements

Include definite pricesInclude definite prices

Describe the benefits of the purchasesDescribe the benefits of the purchases

Suggest that potential customers need the Suggest that potential customers need the product or serviceproduct or service

Encourage immediate action (buy now)Encourage immediate action (buy now)

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Good Advertisements Good Advertisements

Are simple and accurateAre simple and accurate

Use a recognizable format that will be Use a recognizable format that will be identified with the businessidentified with the business

Use broadcast advertisements that are Use broadcast advertisements that are conversationalconversational

Can be measured for effectivenessCan be measured for effectiveness

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Poor AdvertisementsPoor Advertisements

Poor Advertisements:Poor Advertisements:Time based on products and services Time based on products and services

for the wrong seasonfor the wrong season

Advertise non-representative products Advertise non-representative products and servicesand services

Offer products that will not grow well Offer products that will not grow well in the areain the area

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Poor AdvertisementsPoor Advertisements

Mislead customers with price rangesMislead customers with price ranges

Do not explain the benefits of Do not explain the benefits of purchasespurchases

Do not suggest that potential Do not suggest that potential customers need the product or customers need the product or

serviceservice

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Poor AdvertisementsPoor Advertisements

Do not encourage immediate actionDo not encourage immediate action

Are complex, confusing, and Are complex, confusing, and inaccurateinaccurate

Use a totally different style of Use a totally different style of advertisement each timeadvertisement each time

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Poor AdvertisementsPoor Advertisements

Use broadcast advertisements that are Use broadcast advertisements that are formal and hard to understandformal and hard to understand

Cannot be measured for effectivenessCannot be measured for effectiveness