Download Advantages

3.02
Advertising: a paid form of
communication delivered by a
product maker to consumers
Types of ADVERTISING MEDIA
1. Publications
2. Broadcast
3. Direct-Mail
4. Online
5. Out-of-Home
6. Specialty
PUBLICATIONS
1. PUBLICATIONS: Materials that are printed on
a regular basis
– Newspaper (local and national)
• Coupon Ad
• Sale Ad
• Informational Ad
– Types of Magazines: (Consumer or Business to
Business)
•
•
•
•
Trade
Sports
Special Interest
Entertainment
PUBLICATIONS
ADVANTAGES
LIMITATIONS
•Loyal readership
•Cost can sometimes be expensive
•Can target a particular market segment
•“Shelf life” is short
•Can choose the size of the
•Must plan months in advance
advertisement space
•Ads may not be noticeable with all
•Always in the public eye
other print
BROADCAST: Radio, TV AND Cable
ADVANTAGES
DISADVANTAGES
•Reach a larger audience
•EXPENSIVE!
•Demonstrates credibility
•Needs to grab attention right away or
•Gets attention faster than print media
will loose audience
•Demonstrates personality
•(Change the channel)
•Short time frame (30-45 seconds)
BROADCASTING SPORTING EVENTS/GAMES
•Sports Team earns revenue by selling broadcasting rights
•Blackout Options: Broadcast of games instead of regular programming
•Additional Broadcast Rights: Coach and Player interviews
“ASSIGNMENT”
1. Create a list of print and broadcast media available
in Statesville
 Name the Radio, Newspaper and Local Magazines
 Who is the person to contact for placing an ad?
2. Identify the following
 How often are they published/broadcasted?
 Who is the target audience?
3. List 3 sport teams or events that could benefit
from advertising on each of the examples you
generated from #1
Direct Mail Marketing
• Direct Mail – Best method to target specific
groups of customers, focus promotional
efforts and gain the best results
• Collateral Pieces
– Letters – Postcards – Catalogs – Self-Mailer
– Brochures - Business cards
• Technology in direct mail
– Miniature samples - Sound - Interactive use of online communication – QR codes
DIRECT MAIL
Advertising distributed directly to the potential
consumer through the mail
ADVANTAGES
DISADVANTAGES
•Targeted to very specific audiences
•Cost: Postage and printing
•Physical reminder
•Time to create and maintain databases
•Can address the customer specifically
•Junk Mail throw away
•Use a font that looks like
handwriting**
EFFECTIVE DIRECT-MAIL MARKETING CAMPAIGNS INCLUDE A CALL TO
ACTION ENCOURAGING CUSTOMERS TO RESPOND
OUT-OF-HOME MEDIA
Reaches the customer away from home
(Billboards, Airplane banners, Stadium Signage, Bus Ads)
ADVANTAGES
DISADVANTAGES
•Repeated Exposure 24/7
•Low exposure time (Blink of an eye)
•Most diverse population
•Mass Marketing – no target marketing
•Target specific geographic area
•Builds positive associations**
•Relatively Inexpensive
SPECIALTY ADVERTISING
Useful Items featuring an advertiser
name or logo
– Pens/Pencils
– Coffee Mugs
– Key Chains
– Most Awkward Specialty Advertisements
Specialty Advertising
Advantages
• Relatively inexpensive
(pencils, hats, plastic cups)
Limitations
• Distribution is limited
• Some people get them who
would never buy from them
TRENDS IN ADVERTISING MEDIA
• Social Media
– Twitter and Facebook advertising
• Advertising on sports uniforms
– NBA just approved for 2012-13 season
• Adapt promotional messages for
International Markets
– Need to know different cultures so not to offend
• Example: Concert performers