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The Different Types of Advertising
Kasia Counts
[email protected]
Abstract
Advertising is always expanding and is used all over the world today. In this paper, I will be
informing my audience about the three different types of advertising. These include print
advertising, television and radio/broadcast advertising. I would like to provide information
regarding the cost of each type, what it takes to capture an audience and which is the most
efficient in getting the message out and reaching the audience.
1. Introduction
In the field of professional advertising,
there are three different types of advertising
most commonly used in today’s global
market. These different types of advertising
consist of print, television/commercial
advertising and radio/broadcast advertising.
My goal is to introduce the cost of each
type, describe the tricks and or gimmicks
used to capture an audience, and which type
is the most efficient in the getting the
message out to the world.
2. Print Advertising
Print advertising is the oldest form of
advertising and the most commonly used
form of advertising. When people think of
advertising, they often associate it with print
advertising first before other types. Utilizing
different media outlets such as magazines,
newspapers and direct mail, they are very
efficient in reaching large amounts of
people, especially those of an older
demographic.
The cost of a print ad can vary from the
size of the ad, how long the ad runs for, the
type of publication you use and what section
of the publication you choose to place it in.
Depending on the size, a print ad in a small
newspaper can run for about fifty dollars or
less. An ad in a mass circulated magazine,
however, can cost thousands of dollars. The
most efficient way to find out a certain price
for an ad is to contact the publication's
advertising department and compare the
different costs. It is also not very uncommon
for publications to offer discounts if you run
multiple ads with them. [1]
3. Print Advertising Effectiveness
According to weprospect.com, “effective print
advertising helps you focus on a specific message,
highlight a detailed objective and draw the attention
of readers towards your advertisement.” Newspaper
and other forms of print advertising have been in
circulation longer than any other form of advertising.
It’s still the most common type of advertising that
most businesses think about doing when they want to
advertise their products or services.
The ads in print media can do more than just sell
a product, they have an effectiveness that can capture
an audience and keep them coming back for more. If
you are trying to reach a large amount of people,
print advertising is also very effective because people
who read newspapers or magazines on more than one
occasion often see it. Especially those who are of an
older generation, because they are more prone to read
printed material such as newspapers and magazines
to get their news, compared to a younger generation
who relies on the Internet and the radio or television.
You can also target your specific demographic
by placing the ad in a section of a magazine or
newspaper that closely relates to the audience. For
example, placing a sporting goods advertisement in
proximity to the sports section of the newspaper.
These are all very effective ways to use in reaching
your audience. [2]
Figure 1.
Advertisers pay television station’s to air
their commercials during a set number of
local breaks, which is why many television
viewers see more local commercials during
afternoon or late night hours. However,
during prime time when more television is
being watch, commercial breaks are often
taken over by nation or regional clients such
as Wal-Mart or Target.
Costs for television advertising can
be quite dramatic. At times, airing a
commercial on a small local television
station can cost you anywhere from a few
hundred dollars to a few thousand. However,
airing a commercial at a time where the
whole country may be watching, such as the
Superbowl, can cost advertisers millions and
millions of dollars.
If you were in a smaller business,
keeping a budget of about $500 dollars
would be wise.
Looking for local
production companies or technical schools
would be the best option to get the best
price. [3]
4. Television Advertising
Television advertising is the best way to
reach a large audience. In fact, television
advertising reaches more people than print and
radio advertising. Television advertisements
usually run anywhere between 30 to 60 seconds
in length, but can not too long in fear of losing
the audience’s attention. Visual and audio
effects are important in creating an effective
television advertisement and they enhance the
appeal of the commercial.
According
to
wisegeek.com,
“because television viewers can easily
discern a cheaply produced television
commercial from regular programming,
many television advertising agencies employ
professional copywriters, directors and
actors to produce professional caliber
commercials that viewers will remember
long afterwards.”
Television advertising is also very
similar to radio/broadcast advertising.
5. Television Advertising Effectiveness
Not all television advertising is as
effective as advertisers’ would hope it would
be. However, measuring the effectiveness of
television advertising has become easier to
determine. With the Nielsen Ratings,
advertisers’ are able to see what different
households and demographics watch.
The
effectiveness
of
television
advertising is all about reaching a broad
audience. Instead of advertisers paying a flat
rate, they pay for how many different
customers they reach when partnering with a
show. The process includes quizzing a small
sample of households on what they watched
during a given week. It is then estimated by
the amount of people that watch a particular
show. Advertisers base all their rates on
research done by Nielsen and according to
the Nielsen ratings. [4]
To create an effective television
advertisement, it's very wise to have a good
script that highlights a strong offer. Ads also
have to be effectively produced, which is
why it's often better to enlist the services of
an advertising agency, which can help you
create an entire campaign.
Some of the positives about television
advertising are that is reaches audiences when they
are the most attentive. Also, it gives you the
opportunity to convey the message you are trying to
send with sight, sound and motion.
In addition, those attributes can give your
product or service instant credibility. It also gives you
a chance to express your creative side, give your
business a personality, which can be especially
effective for smaller business that often rely on repeat
customers. [5]
radio advertising can be - and is for many of
our clients - the main engine of growth and
profitability for a business.”
Advertising over the radio can be very
cost effective. Radio advertising cost is the
most obvious and important of the top three
characteristics of radio advertising that
makes it very appealing to advertisers. Since
you can often get a radio advertisement
developed for under 1500, you can also get
your radio advertisement aired for under
$100 at agency discounted rates.
Additionally, you can air a radio ad for an
entire week on multiple stations for as much
as $2500. Unlike television advertisements,
the audience testing process is much more
time efficient, therefore it costs you less
time and less money, [6]
Figure 2.
6. Radio/Broadcast Advertising
Radio advertising is the most cost
efficient advertising method. According to
strategicmediainc.com, you can have a radio
spot developed for less than 1,500.00. Radio
advertising only has an effective reach if it
reaches your specific target audience. According
to Arbitron's American Radio Listening Trends
report, broadcasting over the United States
reaches over 94% of the population over twelve
years of age, each week.
It also states “the advantage radio
advertising offers your business stems from
its unique combination of high reach, high
target ability, and low cost. When
combined with the database approaches of
traditional direct marketers and broadcast
direct-response advertising techniques that
drive response and deliver new customers,
Figure 3.
7. The Effectiveness of Radio Advertising
In order to make your radio
advertisement
effective,
www.entrepreneur.com
describes
four
different points to guide you in the right
direction. First, you have to directly pin
point your audience. You have to know what
kinds of people you are trying to reach.
Include important factors such as age,
gender, where they live and household
income. It would also be best to discuss the
Figure 4.
demographic you are trying to reach with
the stations you are considering advertising
on, since they have a general idea of what
types of people listen to their radio station.
Also, you have to know what you’re
buying. There are three important factors in
evaluating proposals. These are reach, costper-point and frequency. Reach consists of
the number of people that will hear your
advertising message. Frequency is the
average number of times people will hear
your message. Cost-per-point is how you
would go about evaluating cost effectiveness
for your advertisement. It’s also the best
way to compare the value of competing
stations, so you can buy enough frequency
so your message is heard.
The website also suggests that you
should look for special sponsorships to
benefit your advertisements. Radio stations
will often offer sponsorships to fund news,
weather and other types of programming. If
you sponsor one of their programs, they will
often associate your company with it and
also give your advertisement priority over
other company’s advertisements.
Lastly, you need to entertain the
audience. Most radio advertisements are full
of humor or they may utilize sound effects
or unique voices to really grab the
audience’s attention. If you are going to
have your advertisements running more than
a few times, it’s good to keep a theme going
so your audience will always be engaged in
your message. [7]
8. Improvement
Advertising has come a long way
since it’s beginning. No matter what you
choose, whether it is print, television or
broadcast, you can bet that you will get your
message out there. With all the
technological advancements and outlets like
direct mail, e-mail and the Internet,
advertisers have a plethora of resources right
at their fingertips. The field of advertising is
suspected to grow rapidly in the near future
and jobs are expected to increase. Any way
you put it, advertising has a bright future
ahead.
9. References
[7]
"4
Keys
to
Radio
Advertising
Entrepreneur.com." Business & Small
Business.
Web.
11
Dec.
2009.
<http://www.entrepreneur.com/marketing/m
arketingcolumnistkimtgordon/article177002.
html>.
[6]"About Radio Advertising Costs and Radio Ads |
Strategic Media, Inc." Radio Advertising Direct Response Advertising | Strategic
Media, Inc. Web. 11 Dec. 2009.
<http://www.strategicmediainc.com/radioadvertising.php>.
[4]"The Effectiveness of TV Advertising |
eHow.com." EHow | How To Do Just About
Everything! | How To Videos & Articles.
Web.
11
Dec.
2009.
<http://www.ehow.com/about_5468585_eff
ectiveness-tvadvertising.html?ref=fuel&utm_source=yah
oo&utm_medium=ssp&utm_campaign=yss
p_art>.
[5]Television Advertising Costs. Web. 11 Dec. 2009.
<http://televisionadvertisingcosts.com/>.
[1]"Term definition: Newspaper Advertising."
Business & Small Business. Web. 11 Dec.
2009.
<http://www.entrepreneur.com/encyclopedia
/term/82572.html>.
[2]"We Prospect." Web. 11 Dec. 2009.
<http://www.weprospect.com/index.html>.
[3]"What is Television Advertising?" WiseGEEK:
clear answers for common questions. Web. 11 Dec.
2009. <http://www.wisegeek.com/what-is-televisionadvertising.htm>.