Chapter 14Advertising: The Art of Attracting an Audience pp. 232-245

Ch 13-14 – Marketing/Advertising Slide 2

Learning Objectives Learning Objectives

1. Identify1. Identify the different types of print media used to advertise products.

2. List 2. List advantages and disadvantages for each type of advertising medium.

Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.

Ch 13-14 – Marketing/Advertising Slide 3

Advertising Media Advertising Media Advertising- paid, nonpersonal form of communication that businesses use to promote their products

Mass media are means of communication such as TV, radio, and newspapers

Type of medium used depends on the market advertisers want to reach

Ch 13-14 – Marketing/Advertising Slide 4

Print Print MediaMediaNewspapers Newspapers

- Main advertising medium in the U.S. - More than 50% of adults in U.S. read papers- Advertisers can target people in certain area- Cost to print ad is fairly cheap

Disadvantages- thrown away after read = ad’s lifespan is short

Ch 13-14 – Marketing/Advertising Slide 5

Magazines Magazines - National in scope appear weekly/monthly

- Special Interest magazines (Teen and Sports Illustrated) reach target markets on a large scale

- Take time to read mags and often save them- Ads - much longer lifespan than newspaper ads

Print Print MediaMedia

Ch 13-14 – Marketing/Advertising Slide 6

- Printed in color = higher quality ink and paper- Broadly circulated; little use to local advertisers

Disadvantages- Ads can’t be easily changed for limited offers

Magazines Magazines Print Print MediaMedia

Ch 13-14 – Marketing/Advertising Slide 7

Direct-Mail AdvertisingDirect-Mail Advertising- Ads sent by mail to people’s homes

- letters, fliers, postcards, catalogs, coupons, samples

- Biggest advertising medium after TV/papers- Allows advertisers to reach specific targets

Disadvantages- Cost to send ads through mail = A LOT of $$- Referred to as “junk mail” = may be thrown out

Print Print MediaMedia

Ch 13-14 – Marketing/Advertising Slide 8

Directory Advertising Directory Advertising - Phone books - local advertisers use- Cost = very cheap- Used in almost every home & business - Kept for at least a year

Disadvantages- You ad competes with numerous similar ads- Can’t advertise prices/sales or update easily

Print Print MediaMedia

Ch 13-14 – Marketing/Advertising Slide 9

Outdoor AdvertisingOutdoor Advertising - most common form = billboard- useful for local businesses, businesses that cater to travelers- newer types of outdoor advertising

- Disadvantage: drive by too quickly to notice.

Print Print MediaMedia

Ch 13-14 – Marketing/Advertising Slide 10

Outdoor AdvertisingOutdoor Advertising Print Print MediaMedia

Ch 13-14 – Marketing/Advertising Slide 11

Transit AdvertisingTransit Advertising

- usually consists of posters placed: - on the sides of buses- in subway stations- inside trains- at airports

Print Print MediaMedia

Ch 13-14 – Marketing/Advertising Slide 12

HOMEWORK

Rd Pages 239-243

Questions 1-3 on Pg. 243

Ch 13-14 – Marketing/Advertising Slide 13

Learning Objectives Learning Objectives

1. Identify1. Identify the different types of broadcast media used to advertise products.

2. List 2. List advantages and disadvantages for each type of advertising medium.

3.3. NameName factors in the cost of advertising.

Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.

Ch 13-14 – Marketing/Advertising Slide 14

Broadcast MediaBroadcast Media - most effective means of advertising

BroadcastBroadcastMediaMedia

Television Television

- Advantage: sounds, images, and motion- May become part of our everyday language- Shown on national, local, or cable stations

Disadvantages- very expensive to produce- pay to broadcast an ad during a TV show

Ch 13-14 – Marketing/Advertising Slide 15

Radio Radio - like TV, radio ads can reach wide audience- music, dialogue, and sound effects- good medium for local advertising- Advertisers can reach people on the move

BroadcastBroadcastMediaMediaTelevision cont’dTelevision cont’d

- infomercial is a TV program, usually 30 minutes long, made to advertise a product

Ch 13-14 – Marketing/Advertising Slide 16

Webcasting Webcasting - webcast - sent and received over the Web- usually a live broadcast, filmed by crew- EX: Victoria’s Secret online fashion show

BroadcastBroadcastMediaMedia

Cyber AdsCyber Ads - ads on the internet - displayed like magazine ads- Pop-up ads - few seconds when you log on- Banner ads - top/bottom of the screen- Screen ads – left/right of the screen, can print- can send directly to people on mailing lists- can use sound effects and animation

Ch 13-14 – Marketing/Advertising Slide 17

Media Planning Media Planning Media planning – process of selecting media and deciding the time and space in which the ads should appear

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

Ad agency – business that specializes in developing adsAd campaign – series of ad messages that share theme

Ch 13-14 – Marketing/Advertising Slide 18

Media Measurement Media Measurement

Audience – the number of homes or people an ad is exposed to

Frequency – the number of times an audience see or hears an ad

Cost per thousand – the media cost of exposing 1,000 readers or viewers to an advertising impression

Nielsen Media Research

Ch 13-14 – Marketing/Advertising Slide 19

Advertising Rates Advertising Rates Price determined by:• size of an ad• # of people it reaches• how often it appears • when it appears • where it is placed

Where have youSeen their ads?

Ch 13-14 – Marketing/Advertising Slide 20

Print MediaPrint Media - Newspaper/magazine rates based on circulation - or number of people who read them- sold by the inch on the page- Ads on front/back cover cost more

Broadcast MediaBroadcast Media- made in 10, 30, 60 second spots- cost radio/TV ads depends audience size, time of day shown (Prime Time)- national network ads > local station ads- pay more for OSCAR or SUPER BOWL ads

Advertising Rates Advertising Rates

Ch 13-14 – Marketing/Advertising Slide 21

HOMEWORK

Pg. 244

Questions 2-6

Ch 13-14 – Marketing/Advertising Slide 22

Broadcast MediaBroadcast Media BroadcastBroadcastMediaMedia

Ch 13-14 – Marketing/Advertising Slide 23

CommercialsCommercials

Milk CommercialMiller CommercialWendy’sWheatiesNike CommercialNike Commercial – 2003Federal Express AdReebok – Terry TateMiller – Twist to openMiller – wrestlingNike – Naked manHeinekin Beer

RESOURCES

Adslogans.comX-Tremeinformation.com

Advertising ArchivePocketmovies.net

Advertisementave.comVisit4Info.com

BUD-Lizards1

BUD-Sheets

Doritos1

Doritos2

Blockbuster

Reebok

TB Sauce

Gatorade MJ

BUD-Lizards1

BUD-Lizards1

End of ChapterMarketing in Today’s World

13

Ch 13-14 – Marketing/Advertising Slide 25

Advertising Slogans QuizAdvertising Slogans Quiz1) "Be all you can be."2) “Have it your way.”3) “Snap, crackle, pop.”4) “They melt in your mouth, not in your hand.”5) “Where do you want to go today?”6) “I’m lovin’ it!”7) “It's everywhere you want to be.”8) “Drivers wanted.”9) “Reach out and touch someone.”10) "M'm! M'm! Good!“11) "When it absolutely, positively has to be there overnight.“12) "Finger lickin' good.“13) "Fly the friendly skies.”14) “Breakfast of champions.”15) "When you care enough to send the very best.”16) "Because I'm worth it.”17) “The quicker picker upper.”

The US ARMYBURGER KINGRICE KRISPIES

M&M’sMicrosoft

McDonald’sVISA

VOLKSWAGENAT&T

Campbell’s SoupFed EX

KFCUnited Airlines

WheatiesHallmark

L’OrealBounty Paper Towels