Download Advertising - Lindbergh School District

Advertising Media
Advertising & Its Purpose
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Advertising uses a set
format that is defined in
terms of time or space.
Main purpose-to
present its message so
well that the customer
will buy the product or
accept the idea
presented
Two types: promotional
and institutional
Promotional vs. Institutional
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Promotional
– designed to increase
sales
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Purposes
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Institutional
– attempts to create a
favorable impression
and goodwill for a
business or
organization
– creating an interest in
products
 Purposes
– introducing new
– presenting information
products & businesses
about a company’s
– explaining a product
role in the community
– supporting personal
– important public issues
selling
– topics of general
– creating new markets
interest(environment)
Promotional
Institutional
Media- means, agencies, or
instruments used to convey messages
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3 general categories:
– print, broadcast, and specialty
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Print Media (everything from newspapers &
magazines to direct mail)
– done in written form
– oldest and most effective type of advertising
– 6 types
• Newspaper
• Magazine
• Direct-Mail
Outdoor
Directory
Transit
Newspaper Advertising
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Main form of print media
4 advantages
– large readership & high level of involvement
– Known circulation
– Low cost
– Timely & changed up to 24 hrs. prior to print
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3 limitations
– Wasted circulation
– Limited life of advertisements
– Poor quality of reproduction
Magazine Advertising
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Divided into local, regional, and national
weeklies, monthlies, and quarterlies.
4 Advantages
– Able to target audience-known circulation
– Often read more slowly & thoroughly
– Higher print quality
– Kept for longer period of time
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3 Limitations
– Less mass appeal within a geographical area
– More expensive
– Deadline is usually months prior to printing
Direct Mail Advertising
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Sent by businesses directly through mail to
prospective customers
5 advantages
– Highly selective
– Flexible timing, limited viewing by competition
– Wide choices of sizes and formats
– Can use incentives--coupons, etc.
– Can actually use it to make the sale
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3 limitations
– Low level of response
– Increasing costs(postage, mailing lists)
– Considered junk mail & discarded
Outdoor Advertising
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Two types of outdoor signs
1. nonstandardized-used at place of business
2. standardized-purchased from outdoor
advertising companies, placed near highly
traveled roads
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Three types of standardized
– Posters-preprinted sheets put up like
wallpaper-changed 3-4 times a year
– Painted bulletins-changed 1-2 a year
– Spectaculars-use lights or moving parts
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More restrictions being put on recently
Outdoor Advertising
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4 Advantages
– Highly visible
– relatively inexpensive
– easy repetition of a message that works 24
hrs.
– can be geographically tailored to reach
market
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3 limitations
– Short viewing time=short message
– Make-up of audience largely unknown
– Increasing government regulations
Directory Advertising
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Placed in alphabetical listings of
households & businesses(Yellow Pages)
3 Advantages
– relatively inexpensive
– Found in 98% of all households
– Usually kept for 1 year or longer
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2 Limitations
– printed yearly, unable to adjust prices,
message
– Waste if not reaching intended market
Transit Advertising
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Uses public transportation facilitiesinside & outside of vehicles & stations
or stops
3 Advantages
– Reaches wide & captive audience
– economical
– defined market (usually urban)
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3 Limitations
– Often unavailable in smaller towns
– Subject to defacement
– Restricted to certain travel destinations
Broadcast Media
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Includes radio & television
Not only for entertainment
but also information
Approximately 10,000 radio
stations, 1200 commercial
television stations, & 11600
cable stations
High availability & popularity,
but high cost
Radio Advertising
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Ability to reach 96% of people over age
12 in any given week makes it extremely
popular
Best times for radio advertising are
mornings and early afternoon or evening
when people are driving to and from
work(prime time)
Radio advertisements are presented in
15-, 30-, & 60-second time slots
Radio Advertisements
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3 Advantages
– Can select audience by advertising on
stations targeting that market
– More flexible than print b/c ads can be
easily changed
– Mobile medium
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3 Limitations
– Short life span
– Several stations often compete for the
same audience
– Lack of visual involvement--easily
distracted
Television Advertising
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Can communicate
message with
sound, action, and
color.
Prime time is 711pm when millions
of viewers are
watching
Infomercial-30
minute commercial,
viewers order
Television Advertising
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5 Advantages
– Can pull together all elements need to create
a creative message
– More inclined to believe what we see than
read
– Seems more personal and effective b/c it is in
your home
– Mass audience--targeted programming
– Can be adapted to take advantage of holidays,
sporting events, etc.
Television Advertising
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3 Limitations
– Highest production costs of any media &
high $ cost for time used, keeps many
smaller companies from advertising
– Audience size not assured
– Many viewers consider television ads to be
a nuisance--channel surfing
Online Advertising
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Uses either email or www
Still smallest form of media spending
2003 1.09 trillion impressions-single
appearance of an ad on a computer
user’s screen
– Electronic direct-mail advertising
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Pre-qualified groups
Enables companies to track customers
Cost-effective
Easy to update and personalize
Online Advertising
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Banners
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– Most used
– Rectangular and found
in top, bottom or sides of
webpage. Button Ad
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Pop-up ads
– TV-like spots that popup between Web pages
and stream video and
sound.
– Viewer must click
through ad to navigate
site
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Bold colors, top of
page placement,
animation, calls to
action, and limited
frequency of
exposure help
increase the number
of click-throughs.
Response rate of 1%,
for every 100 banner
ads, only 1 in 100
users click on ad.
Specialty Media
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Relatively useful, inexpensive, items with
the advertiser’s name printed on them
No obligation to receiving and keeping
items
To be successful they must be practical &
likely to be placed in places where they will
be seen
Usually carry name, address, and
message of business
2 Limitations
– distribution limited
– items given to non-target audience members
Other Advertising Media
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Sports arena billboards,
movie theater & home
video commercials, hot air
balloons and blimps,
skywriting, & airplane
pulled advertising banners
In-store techniques-electronic shelf ads, cart
advertising, instant coupon
machines, infomercial
displays
Media Costs
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Costs vary not only
among different media
but also among
geographic location
Look up rates in the
publications of the
Standard Rate and
Data Service
Also use Audit Bureau
of Circulation(ABC) to
verify circulation
figures
Newspaper Rates
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Classified Ad or a Display Ad
Classified-grouped together, pay by the
word
Display-creative, use headline, copy, etc.,
cost based on amount of space used
Quoted based on column inch (1 column
wide, 1 inch deep)
Run-of-paper rate-newspaper chooses
where ad is run--higher rate if advertiser
chooses where it is run
Newspaper Rates
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Color more expensive than black and
white
Frequency of advertising lowers rate
charged--cheaper rates the more
frequently advertised
Open rate(noncontract rate) charged to
businesses who advertise infrequently,
basic charge for a minimum amount of
space
Newspaper Rates
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Contract rates-given to those
businesses who advertise more often,
discounted rate, agree to advertise for a
certain period of time with a guaranteed
number of column inches
CPM-cost per thousand rate-media cost
of exposing 1,000 readers to an ad
– CPM=cost of ad x 1000/circulation
Magazine Rates
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Based on circulation, quality of readership,
production technique
bleed-ads printed to edge of page leaving
no white border(15-20% extra for bleeds)
black-and-white rates-lowest rates
color rates-every color added increases
cost, four color ads most expensive
premium position-first page, etc. more
expensive
frequency discounts-rate per issue
decreases as frequency increases
Magazine Rates
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Commission-percentage paid to
advertising agency who placed the ad
(15%)
cash discount-given if bill paid earlier than
due (2/10 net 30)
Radio Rates
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Network radio advertising-a broadcast
from a studio to all affiliated radio
stations throughout the country
National spot radio advertising-used by
national firms to advertise on a local
station-by-station basis
Local radio advertising-done by a local
business for its target market
Television Rates
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Prime-time hours(7-11pm) known as
Class AA time
Rates charged depend on time slotClass A, B, C and D
Can also arrange package deal with
television media representative