Chapter 20

Advertising Media

Advertising & Its Purpose

Advertising – any paid form of non-personal promotion which uses a set format in order to communicate with an audience and identifies a sponsor. Two types of Advertising:Promotional Institutional Advertising

Promotional Advertising

Advertising designed to increase sales. It helps businesses by:Creating an interest in products. Introduces new productsExplains a productEtc…

Institutional Advertising

Attempts to create a favorable impression and goodwill for a business or an organization. It does so by:Presenting information about the

company’s role in the community.Discussing Public IssuesEtc…

Types of Media

Media: are the instruments used to convey messages. There are three general categories of advertising media:PrintBroadcast MediaSpecialty Media

Print MediaPrint media includes everything from newspapers & magazines, direct mail, to signs and billboards.

Print ads. are done in the written form.

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

Newspaper Advertising

Newspapers are a main form of print media for many businesses because over 55% of U.S. adults read the newspaper every day.National Papers: The Wall Street Journal,

USA Today etc..Local Papers: The Miami Herald, The Sun

Sentinal

Advantages of Newspapers

Large Readership which covers a variety of areas targeting different markets.

Circulation is known therefore advertisers can use the newspaper to target certain markets.

Costs are low

Timely & Flexible

Limitations of Newspapers

Wasted Circulation

Life is limited

Quality is poor

Magazine Advertising

There are many different types of magazines:LocalRegionalNational

Weeklies, Monthlies, or Quarterlies

Advantages of Magazine Advertising

Audiences are targeted because circulation is known.Magazines are read more slowly and thoroughly than newspapers so the information in the ad is likely to be remembered.Quality is goodMagazines have a long life.

Disadvantages of Magazine Advertising

Not as timely as advertising in a newspaper.

More expensive than newspaper ads.

Since magazines can target a specific audience, they have less of a “mass appeal”

Direct Mail

Is sent by the business directly to the prospective customers.Newsletters, catalogs, coupons, samplers,

invitations etc…

Direct Mail sells $80 billion in goods and services annually for local and national advertisers.

Advantages of Direct Mail

Advertiser can be highly selective

Flexible and Timely

Incentives such as coupons can be used

There is a variety of formats to choose from.

Disadvantages of Direct Mail

Low level of Response – usually 1% or less

Postage costs are rising, therefore making this media more expensive to use.

“Junk Mail”

Outdoor Advertising

Billboards

Posters

Spectaculars

Their popularity is becoming restricted due to environmental and traffic concerns.

Advantages & Disadvantages of

Outdoor AdvertisingAdvantages: Highly Visible Relatively inexpensive Message is being seen 24 hours a day Geographically positioned.

Disadvantages: Short Message Cannot target a specific market Must abide to government regulations.

Transit Advertising

Transit Advertising uses public transportation facilities to bring advertising messages to people. It includes:Posters found inside commuter trainsExterior posters on the outside of trains and

buses.Station Posters located near or outside

subways, railroads, or in bus and airline terminals

Advantages & Disadvantages of Transit Advertising

Advantages:Reaches a wide audienceEconomicalGeographically centered

Disadvantages:Usually unavailable in small townsSubject to DefacementRestricted to certain travel destinations.

Broadcast Media

Radio - reaches 96% of all people 12 and over in any given week.Drive Time – best time to advertise.

Television – offers sight, sound, action, and color.Prime Time – best time to advertise. Infomercials – 30-minute commercials

Adv. & Disadv. Of Radio

Advantages – Selective target market.FlexibleCan be “taken” everywhere.

Disadvantages – Short life spanSeveral stations compete for the same audience.Only listening skills are used.

Adv. & Disad. Of T.V.

Advantages Creative People can see

things “happen” Reaches a mass-

audience Messages can be

adapted to specific holidays etc…

Disadvantages High Production

Costs Size of the audience

is not assured. Commercials can be

a nuisance.

Media Costs

Newspaper Rates Classified AdsDisplay Ads

Cost Per Thousand – Cost of the Ad*1000/Circulation