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Advertising
Chapter 19
Ch 19 Sec 1 – Advertising Media
What you’ll learn . . .
• The concept and purpose of
advertising
• The different types of advertising
media
Advertising and Its Purpose
• Advertising is any paid form of
nonpersonal promotion of ideas,
goods, or services by an
identified sponsor
• Advertising is everywhere!
Two main types of advertising
• Promotional advertising
– Introduces new products and
businesses
– Encourages an interest in products
– Explains product and service features
• Institutional advertising
– Attempts to create a favorable
impression and goodwill for a business
or an organization.
Types of Media
Media are the agencies, means, or
instruments used to convey advertising
messages to the public.
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Print Media
Broadcast Media
Online Advertising
Specialty Media
Print Media
Written advertising that may be
included in everything from
newspaper and magazines to direct
mail, signs and billboards. They are
among the oldest and most effective
types of advertising.
Newspaper Advertising
• Local (Salt Lake
Tribune) or National
(USA Today)
• Daily or weekly
• Shopper
– Little editorial
content
– Delivered free
Newspaper Advertising
• Advantages
– Large readership and a high level of reader
involvement
– Advertisers can target certain people
– The cost is relatively low
– Ads are timely
• Disadvantages
– Wasted circulation
– Short life
– Black and white (although many papers are
changing to color format)
Magazine Advertising
• Classified as
– Local, regional, or national
– Weeklies, monthlies, and quarterlies
– Consumer or business (trade)
Magazine Advertising
• Advantages
– Can target audiences
– Longer life span
– Print quality is good
– People keep magazines longer than
newspapers
– Offer a variety of presentation formats
• Disadvantages
– Less mass appeal within a geographical area
– More expensive
– Deadlines make them less timely
Direct-Mail Advertising
• Sent by businesses directly
through the mail
– Sent to a home or business
– Electronic mail
• Includes newsletters, catalogs,
coupons, samplers, price lists,
circulars, invitations, postagepaid reply cards, and letters.
• Mailing lists are assembled
from current customer records
or they may be purchased.
Direct-Mail Advertising
• Advantages
– Can be highly selective
– Controlled timing
– Can be used to actually make the sale
• Disadvantages
– Low response level
– People think of it as “junk mail”
– Dated lists
– Cost is high
Directory Advertising
• An alphabetical listing of households and
businesses.
• The best known are telephone directories.
Directory Advertising
• Advantages
– Relatively inexpensive
– Can be used with all demographic groups
– Are found in 98% of American households
– Usually kept for at least a year
• Disadvantage
– Only printed once a year
– Some service business’ are used infrequently;
therefore, directory advertising must be
combined with another type.
Outdoor Advertising
• Standardized signs are available to local,
regional, or national advertisers.
• Purchased from outdoor advertising companies
in standard sizes
• Are placed in highly traveled roads, and
freeways where there is high visibility.
• Posters – pre-printed sheets put up like
wallpaper on outdoor billboards.
• Painted bulletins – painted billboards that are
changed about every six months to a year.
• Spectaculars – use lights or moving parts and
are in high traffic areas.
A billboard gets right to the point
Which type of outdoor advertising is this?
Outdoor Advertising
• Advantages
– Highly visible and relatively
inexpensive
– 24-hour a day message and located to
reach specific target markets
• Disadvantages
– Becoming more restricted –
increasingly regulated
– Limited viewing time
Transit Advertising
• Uses public transportation facilities
• Commuter trains, taxis and buses, station
posters near or in subways and in railroad,
bus, and airline terminals
Transit Advertising
• Advantages
– Reaches a wide captive audience
– Economical
– Defined market
• Disadvantages
– Not available in smaller towns and cities
– Subject to defacement
Broadcast Media
• Includes radio and
television
• The average person
will spend nearly ten
years watching TV
and almost six years
listening to the radio
over a 70 year
lifetime.
Television Advertising
• Communicates with sound, action, and
color.
• Prime time is between 8 and 11 p.m.
• Is appealing to large companies with
widespread distribution.
Got Milk ad
Click the black rectangle to play the video
Television Advertising
• Advantages
– Can be directed to an audience with a specific
interest
– Message can be adapted to take advantages
of holidays and special events
• Disadvantages
– Highest production cost of any media type
– High dollar cost for the time used
– Actual audience size is not assured – people
leave the room or channel surf – effect of TIVO
Radio
Radio Advertising
• Radio reaches 96 % of people over 12 yrs
which makes it very effective
• Best times are “drive times” – morning and
late afternoon/early evening
Radio Advertising
• Advantages
– Can select an audience, such as teens
by choosing the right station
– More flexible than print – messages can
be easily changed
– It’s a mobile medium – can be taken just
about anywhere
• Disadvantages
– Short life span – when broadcast, it is
over
– Lack of visual involvement
Online Advertising
• Placing advertising
messages on the
Internet
• Banner ads –
created with rich
media technology
that uses the
strategy of popping
up and interrupting
the readers search
Specialty Media
• Relatively inexpensive, useful items with
an advertisers name printed on them
• Given away with no obligation attached
• Calendars, magnets, pens, pencils, memo
pads, and key chains
Other Advertising Media
• Businesses are constantly creating
innovative means of transmitting their
messages
• Sports arena billboards, ads in movie
theaters, hot air balloons and blimps,
skywriting, etc.
Media Planning and Selection
• The process of selecting the advertising
media and deciding the time or space in
which the ads should appear to
accomplish a marketing objective