Download Unit 4 Advertising Media - Marketing and DECA

Advertising in Sports & Entertainment
Unit 4: Advertising Media
Name: ______________________________
Directions: Please complete the following outline during the class discussion of this unit.
I. Advertising Plan
A. A __________ __________ is a detailed listing of where and when ads will run.
B. The media plan is important because it is designed to give the business the __________
_________________ of its target market for the least amount of money.
C. The advertising objectives of the business will be accomplished by selecting the most
efficient and cost effective media.
II. Advertising Media
A. Media _____________ refers to the format of the ad and the __________ used to
convey the advertising message to the public: Print, Broadcast, Electronic, and Other
Media
B. The _______________ is the specific programming or publication in which the
advertising will appear; American Idol, Dancing with the Stars, Sports Illustrated, The
Harrison Daily Times, USA Today, KHOZ 102.9.
III. Advertising Media - Print
A. Print media includes: Newspapers, Magazines, Direct Mail, Directories, Outdoor, and
Transit.
B. Most __________________ are local in circulation, but some have regional and even
national circulation.
1. Advantages: Short lead time for placement of an ad, large circulation in a geographic
newspaper, can carry response vehicles (coupons)
2. Disadvantages: Lower print quality, short life span, limited (usually) to geographic
segmentation
C. ____________________ can be classified as consumer or business magazines.
D. Most magazines tend to have a ________________, targeted market.
1. Advantages: Targeted audience, longer life span, high pass along rate, more likely to be
remembered, better print quality, variety of formats.
2. Disadvantages: Less mass appeal, more expensive than newspapers, not very timely, ads
must be placed far in advance of publication.
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E. Direct mail, often called ___________ ____________, is sent by advertisers through
the U.S. postal service.
1. Advantages: Highly selective distribution with a variety of sizes and formats. Can
prevent competitors from seeing the advertising message.
2. Disadvantages: Very low response rate and very high costs per person reached.
F. Directory advertising is an __________________ listing of households and businesses.
1. Advantages: Relatively inexpensive, used by all demographic groups, long life span.
2. Disadvantages: Not timely, ads cannot be changed once printed.
G. Outdoor advertising, known as _____________, tends to be targeted at tourists and
travelers.
1. Advantages: Low cost per day, visible 24 hours a day, long life span, can be changed
quickly.
2. Disadvantages: Only 3-5 seconds of viewing time, message must be brief, use is
restricted in some areas, unknown audience.
H. _________________ advertising includes printed posters found inside business and
commuter trains, exterior posters on taxis and buses, and station posters located near or
in subways and in railroad, bus, and airline terminals.
IV. Advertising Media - Broadcast
A. __________________, with its combination of sound, action, and color, is the ultimate
advertising medium for many businesses.
B. Television is the most expensive medium for advertisers.
C. With the growth of satellite and cable networks, television audiences are becoming
increasingly more fragmented.
D. Radio reaches ________of all people age 12 and over in a given week.
E. Radio ads, called “___________,” are typically 30 to 60 seconds in length.
V. Electronic Media: Websites, Online Ads, Social Media, E-Mail
A. All professional sports teams will maintain a _____________ to provide fans with
information and an opportunity to purchase tickets.
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B. Many celebrities will also maintain websites to provide fans with updates and an
opportunity to join fan clubs and purchase merchandise.
C. Sports teams and celebrities will also use social media to communicate with fans.
D. ______________ ___________ marketing encourages readers to share the promotional
message with their networks.
E. Consumers are more likely to trust information they receive from their “friends” than
from a business.
F. Social media is easily accessible and relatively inexpensive.
G. Movies and other entertainment offerings will also maintain websites.
H. Visitors to official movie websites can view the movie trailer, buy tickets, and perhaps
play _______________ based on the movie.
VI. Other Advertising Media
A. _______________ ____________ consists of relatively inexpensive, useful items with
an advertiser's name printed on them.
B. Successful specialty media includes bottle openers, calendars, magnets, pens and pencils,
memo pads, and key chains.
C. _________________ _____________ is an advertising strategy in which low-cost
unconventional methods are used for promotional means.
D. Guerrilla marketing is original and relies on time, energy and imagination rather than a big
budget.
E. A sports _____________ usually takes the form of a costumed character. The mascot is
often used as a marketing tool. A mascot can serve to build goodwill with fans. Mascot
merchandise can also be sold to generate revenue.
F. _______________ ______________ occurs when a product is integrated into the plot
of a movie or television program.
G. _________________ _________________ is the coordination of all the physical
elements in a place of business that are used to project the right image to customers.
H. _____________________ are the elements of the shopping experience that appeal to
customers, attract them to the business, and encourage them to buy.
I. Restaurants will often use atmospherics and visual merchandising to attract and satisfy
customers.
J. New baseball stadiums are being built as "___________________" fields. This nostalgic
approach to visual merchandising adds to the enjoyment of fans.
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