Ch. 19 Advertising 19_1 Advertising Media

Advertising Media

•Advertising is an important element of promotion. Businesses use different types of advertising media to promote their images, goods, and services.

 

I. Advertising and Its Purpose

•Typical person is exposed to advertising more than 2,000 times per week

A. Promotional and Institutional Advertising•Promotional advertising Advertising designed to increase sales

•Institutional advertising The process used to try to create a favorable image for a company and foster goodwill in the marketplace

B. Mass Advertising•Enables companies to reach large

numbers of people with their messages.

II. Types of Media

•Media The avenues through which messages are delivered; also known as channels

A. Print MediaPrint media Newspapers, magazines,

direct mail, signs, and billboards used in advertising

1. Newspaper Advertising▫ Local papers, shoppers, special

neighborhood sections▫ Easy tracking of coupon response▫ Lifespan of papers

2. Magazine Advertising▫ National/regional/state▫ Business-to-business/trade publications▫ Presentation of format (full-page, two-

page, gatefolds, return cards, heavy stock inserts)

Print Media (cont.)3. Direct Mail

▫Printed or Electronic▫Response rate of 10% is considered

successful4. Directory Advertising5. Outdoor Advertising

▫Standardized and non-standardized6. Transit AdvertisingTransit advertising Advertising

found on or near public transportation

B. Broadcast MediaBroadcast media Radio and television

•Someone who lives 70 years will have spent 10 full years watching television and 6 listening to the radio.

1. Television Advertising2. Radio Advertising

▫96% of those age 12 and over listen to the radio in a given week.

C. Online AdvertisingOnline advertising A form of advertising that uses either e-mail or the World Wide Web

•opt-in e-mails1.Banner and Pop-Up Ads▫ For every 100 banner ads

viewed only one person clicks

D. Specialty Media•Specialty media Relatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties

•Maybe you’ve received a Motivator

E. Other Advertising Mediasports arena billboards, movie theaters . .

1. In-Store Advertisingex. electronic shelf ads, cart displays, instant coupon machines, restaurant tables

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

3 Basic Questions for Advertisers1. 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?