Download Ch14 - Advertising

Chapter 14
Advertising: The Art of
Attracting an Audience
pp. 232-245
Learning Objectives
1. Identify the different types of print media used to
advertise products.
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 ‹#›
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 ‹#›
Newspapers
Print
Media
- 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 ‹#›
Magazines
Print
Media
- 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
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Magazines
Print
Media
- 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
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Direct-Mail Advertising
Print
Media
- 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
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Directory Advertising
- Phone books - local advertisers use
- Cost = very cheap
- Used in almost every home & business
- Kept for at least a year
Print
Media
Disadvantages
- You ad competes with numerous similar ads
- Can’t advertise prices/sales or update easily
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Outdoor Advertising
Print
Media
- 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.
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Outdoor Advertising
Ch 13-14 – Marketing/Advertising
Print
Media
Slide ‹#›
Transit Advertising
Print
Media
- usually consists of posters placed:
- on the sides of buses
- in subway stations
- inside trains
- at airports
Ch 13-14 – Marketing/Advertising
Slide ‹#›
HOMEWORK
Rd Pages 239-243
Questions 1-3 on Pg. 243
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Learning Objectives
1. Identify the different types of broadcast media
used to advertise products.
2. List advantages and disadvantages for each type
of advertising medium.
3. Name 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 ‹#›
Broadcast Media
Broadcast
Media
- most effective means of advertising
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 ‹#›
Television cont’d
Broadcast
Media
- infomercial is a TV program, usually 30
minutes long, made to advertise a product
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
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Webcasting
Broadcast
Media
- webcast - sent and received over the Web
- usually a live broadcast, filmed by crew
- EX: Victoria’s Secret online fashion show
Cyber 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 ‹#›
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 ads
Ad campaign – series of ad messages that share theme
Ch 13-14 – Marketing/Advertising
Slide ‹#›
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 ‹#›
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 you
Seen their ads?
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Advertising Rates
Print 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 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
Ch 13-14 – Marketing/Advertising
Slide ‹#›
HOMEWORK
Pg. 244
Questions 2-6
Ch 13-14 – Marketing/Advertising
Slide ‹#›
Broadcast Media
Ch 13-14 – Marketing/Advertising
Broadcast
Media
Slide ‹#›
Commercials
Milk Commercial
Miller Commercial
Wendy’s
Wheaties
Nike Commercial
Nike Commercial – 2003
Federal Express Ad
Reebok – Terry Tate
Miller – Twist to open
Miller – wrestling
Nike – Naked man
Heinekin Beer
Ch 13-14 – Marketing/Advertising
BUD-Lizards1
Reebok
BUD-Sheets
TB Sauce
Doritos1
Gatorade MJ
Doritos2
BUD-Lizards1
Blockbuster
BUD-Lizards1
RESOURCES
Adslogans.com
X-Tremeinformation.com
Advertising Archive
Pocketmovies.net
Advertisementave.com
Visit4Info.com
Slide ‹#›
End of Chapter
13
Marketing in Today’s World
Advertising Slogans Quiz
1) "Be all you can be."
The US ARMY
2) “Have it your way.”
BURGER KING
3) “Snap, crackle, pop.”
RICE KRISPIES
4) “They melt in your mouth, not in your hand.”
M&M’s
5) “Where do you want to go today?”
Microsoft
6) “I’m lovin’ it!”
McDonald’s
7) “It's everywhere you want to be.”
VISA
8) “Drivers wanted.”
VOLKSWAGEN
9) “Reach out and touch someone.”
AT&T
10) "M'm! M'm! Good!“
Campbell’s Soup
11) "When it absolutely, positively has to be there overnight.“Fed EX
12) "Finger lickin' good.“
KFC
13) "Fly the friendly skies.”
United Airlines
14) “Breakfast of champions.”
Wheaties
15) "When you care enough to send the very best.”
Hallmark
16) "Because I'm worth it.”
L’Oreal
17) “The quicker picker upper.”
Bounty Paper Towels
Ch 13-14 – Marketing/Advertising
Slide ‹#›