Advertising QCC’s: 50, 51, 52, 53, 54, 55 Continued.
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Transcript of Advertising QCC’s: 50, 51, 52, 53, 54, 55 Continued.
Advertising
QCC’s: 50, 51, 52, 53, 54, 55
Continued
Directory Advertising
Advantages• Relatively inexpensive
• Found in 98% of all homes
• Used by all demographic groups
• Long life
Disadvantages• Inflexibility
• Waste
Direct-Mail Advertising• Types
– Newsletters
– Catalogs
– Coupons
– Samplers
– Reply cards
– Special sales
– Invitations
– Letters
– Circulars
– Price lists
Direct Mail Advertising
Advantages
– Selectivity
– Flexibility
– Variety
– Incentives
– Selling capacity
Direct-Mail Advertising
Disadvantages
– Low response levels• 5% response rate considered good
– Dated provider lists
– Extremely high costs
– Junk mail
Outdoor Advertising
What other forms of outdoor advertising can you think of?
Outdoor Advertising
Includes:
•Billboards
•Transit Ads
•Free-Standing Signs
•Posters
Outdoor Advertising
Advantages
–Visibility
–Costs
–Permits repetition (Frequency)
–Geographically tailored
Outdoor Advertising
Disadvantages
–Limited message
–Unknown audience
–Regulations
–Viewing Time
Radio Advertising
• Reaches 96% of all people age 12 and over
• Drive Times:6:30 am – 9:00 am4:00 pm – 6:00 pm
• Mixture of effects:Announcer, music, jingles, slogans, drama,
humor, excitement
Radio Advertising
Advantages– Target selection
– Flexibility
– Mobile medium
Disadvantages– Short life span
– Competing
stations/selection
– Distractions
– Inability to see
product
Radio Advertising
Some messages are difficult to explain without images
Television
• Ultimate medium– Sound– Action– Color
• Prime time– 7:00 pm – 11:00 pm
• Infomercials
Television Advertising
Advantages– Able to pull together all the elements needed to
create an exciting message.
– People will believe what they see
– Seems more personal
– Mass audience
– Targeted marketing– Can take advantage of holidays, seasonal
changes, and special events-programming
Television Advertising
Disadvantages
–Production costs
–Presentation costs
–Audience not assured
–Channel surfing and leaving room during commercial breaks
