Download Advertising Media

Marketing Essentials
n Chapter 19 Advertising
Section 19.1 Advertising Media
Chapter 19 n Advertising
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19.1 ASSIGNMENT
Pg. 344
Ch19.1 Assessment #1-5
Pg. 350
Ch 19.2 Assessment #1-5
Pg. 352
Fact and Idea Review # 1 - 9
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SECTION 19.1
Advertising Media
What You'll Learn
 The concept and purpose of advertising
 Types of advertising media
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SECTION 19.1
Advertising Media
Why It's Important
Since advertising is an important element
of promotion, you will need to know about
the different ways a business can use
advertising media to promote its image
and products.
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SECTION 19.1
Advertising Media
Key Terms
 promotional advertising
 institutional advertising
 media
 print media
 broadcast media
 online advertising
 banner
 specialty media
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19.1 Graphic Organizer
Steps to a Coordinated Advertising Campaign
Conduct
Marketing
Research
Establish
Objectives
Establish
the
Budget
Make
Media
Decisions
Create
the
Messages
Coordinate
Promotional
Elements
Evaluate
Results
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SECTION 19.1
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 either
promotional or institutional.
Promotional advertising is designed to
increase sales. It introduces new products and
businesses, encourages an interest in products,
and explains products and service features.
Slide 1 of 2
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SECTION 19.1
Advertising Media
Advertising and its Purpose
Institutional advertising attempts to create
a favorable impression and goodwill for a
business or an organization by providing
positive information about a business.
Slide 2 of 2
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SECTION 19.1
Advertising Media
Advertising Drawbacks
While there are advantages to advertising, it
does have its drawbacks. Advertising can:
 fail to focus on individual needs
 be expensive
 be wasteful when it is seen by people who
are not potential customers
 lack depth
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SECTION 19.1
Advertising Media
Types of Media
Media are the agencies, means, or
instruments used to convey advertising
messages to the public. The three general
categories of advertising media are:
1. Print
2. Broadcast
3. Specialty
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SECTION 19.1
Advertising Media
Media Advertising Expenditures
U.S. Advertising Expenditures
Advertising is a multibillion-dollar
business. Given the figures
shown in the pie chart, calculate
the total spent on advertising
among all types of media.
Why do you think television and
newspapers bring in the most
advertising expenditures?
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SECTION 19.1
Advertising Media
Print Media
Print media is written advertising
among the oldest and most effective
forms of advertising.
- newspapers
- magazines
- direct mail
- signs
- billboards
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SECTION 19.1
Advertising Media
Print Media
Newspaper Advertising
Newspapers—daily or weekly, local, regional, or
national—are the main form of print media for
many businesses.
 Advantages: Newspapers have large
readership and a high level of reader
involvement.
 Disadvantages: Circulation can be wasted,
advertising life is short, and ads are less
appealing in black and white.
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SECTION 19.1
Advertising Media
Print Media
Magazine Advertising
Both consumer and trade magazines
generate a high level of reader involvement.
Magazines can target specific regional areas
or interest groups.
Advantages: Targeted audience, longer
life span, more likely to be remembered,
better print quality, variety of formats.
Disadvantages: Less mass appeal within
a geographic area, more expensive, not
very timely.
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SECTION 19.1
Advertising Media
Print Media
Direct-Mail Advertising
Direct-mail advertising is sent by businesses
directly through the mail to prospective
customers. Types of direct-mail advertising
include newsletters, catalogs, coupons,
samplers, price lists, and others.
 Advantages: Highly selective distribution,
variety of sizes and formats, catalogs and
coupons can actually make a sale.
 Disadvantages: Low response rate,
high costs.
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SECTION 19.1
Advertising Media
Print Media
Directory Advertising
Telephone directories are the best known
directories. They are divided into the White
Pages (free alphabetical listings) and the
Yellow Pages (paid categorical listings and
free alphabetical listings for businesses).
 Advantages: Relatively inexpensive,
used by all demographic groups, long
life span.
 Disadvantages: Not timely.
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SECTION 19.1
Advertising Media
Print Media
Outdoor Advertising
Outdoor signs are better known as
billboards.
Advantages: Broad
exposure, highly visible, some
can be changed quickly.
Disadvantages: Use is
restricted in some areas,
limited viewing time, unknown
audience.
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SECTION 19.1
Advertising Media
Print Media
Transit Advertising
Transit 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
 Advantages: Reaches a wide and captive
audience and is a relatively economical media.
 Disadvantages: Unavailable in some areas,
restricted to transit routes.
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SECTION 19.1
Advertising Media
Broadcast Media
Broadcast media include radio
and television. The average
person will spend nearly 10
years watching television and
almost 6 years listening to the
radio over a lifetime.
People are more likely to believe
information they get from
television than from print media.
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SECTION 19.1
Advertising Media
Broadcast Media
Television Advertising
Television is the ultimate advertising medium for
many businesses because it can communicate
a message with sound, action, and color.
 Advantages: Can be directed at a specific
audience, is timely, takes advantage of
holidays and special events.
 Disadvantages: Highest production costs,
high cost for time, audience is
not assured.
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SECTION 19.1
Advertising Media
Broadcast Media
Radio Advertising
It is estimated that radio reaches 96 percent
of all people age 12 and over in a given week.
 Advantages: "Drive times" can provide
concentrated audience, specific audiences
can be targeted, is flexible, and mobile.
 Disadvantages: Short life span, stations
often must compete for audience, listeners
can be easily distracted.
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SECTION 19.1
Advertising Media
Online Advertising
Online advertising involves placing advertising messages
on the Internet. A banner ad is an ad on a Web page that
is hyperlinked to the advertiser’s Web page.
 Advantages: Ability to incorporate animation and
sound, effectiveness easily measured.
 Disadvantages: Low response rates.
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SECTION 19.1
Advertising Media
Specialty Media
Specialty media are relatively inexpensive,
useful items with an advertiser's name printed
on them. Successful specialty media include
bottle openers, calendars, magnets, pens and
pencils, memo pads, and key chains.
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SECTION 19.1
Advertising Media
Other Advertising Media
Businesses are constantly creating innovative
means of transmitting their messages to
potential customers.
-sports arena billboards
-ads in movie theaters
-home video rentals
-ads placed on hot air balloons and blimps
-skywriting
-airplanes pulling advertising banners
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SECTION 19.1
Advertising Media
Selection of Promotional Media
To determine the type of promotional media to use,
advertisers need to address three basic questions:
 Does the medium have the ability to present
the product and the appropriate business
image?
 Does the medium have the ability to target the
desired customers?
 Does the medium have the ability to obtain
the desired response rate?
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Marketing Essentials
End of Section 19.1
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