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Advertising Media
Chapter 19.1
Main Idea
 Advertising is an important element of
promotion. Businesses use different
types of advertising media to promote
their images, products, and services.
Key Terms
Promotional Advertising
• The goal to increase sales
Institutional Advertising
• Tries to create a favorable image for a company and
foster goodwill in the marketplace.
Media
• Agencies, means, or instruments used to convey
advertising messages to the public.
Print Media
• Includes advertising newspapers, magazines, direct
mail, signs, and billboards; one of the oldest and most
effective types of advertising.
Key Terms
Transit Advertising
• Can be found on public transportation
Broadcast Media
• Encompass radio and television commercials
Online Advertising
• A form of advertising that uses either email or the
World Wide Web.
Specialty Media
• Giveaways or advertising specialties. They are
relatively inexpensive, useful items featuring an
advertiser’s name or logo
Key Terms
Media
Planning
• Process of selecting the
advertising media and
deciding time or space in
which the ads should
appear to accomplish a
marketing objective.
Promotional and Institutional
Advertising
 The targets of promotional advertising
are consumers or business-to-business
customers.
 Promotional advertising can introduce a
new business, change a company image,
promote a new product, advertise an
existing one, or encourage the use of a
particular service.
Promotional and Institutional
Advertising (cont.)
 Sometimes the goal of promotional
advertising is to encourage potential
customers to ask for information, call for an
appointment, go online, or enter a store.
Advertising Media
•
Magazines and Newspapers
–
•
Direct Mail
–
•
Magazines offer a high level of reader involvement and
messages that can be seen repeatedly. Online
magazines represent a new advertising opportunity for
marketers. Newspapers are a convenient way for a local
advertiser to present a message in a selected geographic
area.
Direct-Mail advertising sends a message directly to your
home or computer. It encourages customers to try new
products and usually offers an incentive for doing so.
Transit Advertising
–
Transit advertising uses public transportation facilities
and vehicles to bring messages to people.
Types of Media
Print
Broadcast
Online
Specialty
• Newspapers, magazines, direct
mail, signs, billboards
• Television and radio
• Email and Internet
• Sweepstakes and raffles
Print Media
• Includes advertising in newspapers,
magazines, direct mail, signs, and
billboards.
• The is one of the oldest and most effective
types of advertising.
Newspaper Advertising
• An important advertising outlet
• Various papers
– Daily Papers (Local Paper) – Orlando
Sentinel
– Shoppers – local papers that is free – The
Leader
– National papers - distributed throughout the
country, example The Wall Street Journal
Newspaper Advertising
• Advantages:
– Readership is high
– The market is known therefore advertisers
can target their market
– Response to ads and coupon sales can be
tracked because it is dated
– Advertising cost is low
Newspaper Advertising
• Disadvantages:
– Limited shelf life
– Delivery is sometimes outside of target
market
– Some newspaper is mostly in b&w and ads
are less visually appealing in b&w
Magazine Advertising
• Magazine are distributed locally, regionally, or
nationally.
• They can be published as weeklies, monthlies,
and quarterlies.
• Time is an example of a national weekly
magazine
• Southern Living is an example of a regional
magazine
• Advertising Age is an example of a business-to
business or trade publications
Magazine Advertising
• Advantages:
– Longer life span than newspapers because
consumers tend to keep magazines
– Magazines are printed in color and better print
quality than newspaper
– Various presentation formats – full page ads,
two page spreads
Magazine Advertising
• Disadvantages:
– Cost is higher than newspapers
– Magazines are printed a month or two in
advance of publication
Direct Mail
• Direct marketing is a highly focused form of
advertising.
• The two types of direct marketing and printed direct
mail sent to a home or business and electronic
direct mail delivered to an e-mail address.
• Such direct marketing is a good way to keep current
customers aware of new products, services, and
upcoming sales
• It is also a cost effective way to generate leads and
qualify prospective customers.
• Direct mail includes newsletters, catalogs, coupons,
special sales events and invitations to name a few.
Direct Mail
• Printed direct-mail advertising takes many forms,
including newsletters, catalogs, coupons, samplers,
price lists, circulars, invitations to special sales or
events, letters, and more.
• The success of direct-mail advertising depends on
carefully selecting its target. Direct mail is most
effective with existing customers.
• Direct mail advertising enables advertisers to be
highly selective about who will receive the mailing
and when the person will receive it.
• Direct mail advertisers have a wide choice of printed
advertisement format, such as letters, catalogs, and
postcards—limited only by postal regulation.
Direct Mail
• There are disadvantages to direct mailing.
• It can yield a low level of response in relation to the
number of items sent. A return of 10% for printed
direct mail us usually considered excellent.
• Direct mail also has an image problem. Many people
think of printed or electronic direct-mail advertising
as junk mail.
• The cost of printed direct mailing can be high
because it includes producing and printing each
piece of the mailing, collating it, buying mail lists,
and paying for postage to send it.
Directory Advertising
• The best example of a directory that accepts
advertising is the telephone directory.
• An advantage of directory advertising is that it is
relatively inexpensive and can be used to target all
demographic groups.
• The advantage is also a disadvantage because
advertisers cannot change the message, offers, or
information until the next directory is distributed
which is only yearly.
Outdoor Advertising
• Local, regional, and national business use outdoor
signs for advertising
• The two types of outdoor signs are: nonstandardized and standardized
• Examples of standardized outdoor signs are:
posters, painted bulletins, and spectaculars.
• Outdoor Advertising is highly visible and
inexpensive. It provides a 24 hours-a day, 7 days a
week message, and can be located to reach specific
target markets.
• Outdoor advertising is often restricted to roadways
and area zoned for commercial and industrial uses.
Broadcast Media
• Radio and Television
• Television Advertising is the ultimate advertising
medium for many businesses because it can
combine all the creative elements necessary—sight,
sound, action, and color.
• Most television advertisements are 30-60 second
spots
• A Disadvantage of television advertisement is that it
is expensive
Broadcast Media
• Radio Advertising reaches out to a wide range of
people.
• More than 10,000 AM and FM radio stations reach
96% of all people age 12 and over in a given week.
• Radio is a mobile medium that can be heard
everywhere.
• It is also timely, radio advertisers can update their
messages, ads, and offers daily, even hourly.
• Radio has the immediacy of newspapers without the
high production costs of television.
• A disadvantage is that products and services can
only be heard and not seen.
Online Advertising
• Online advertising is a form of advertising that uses
either e-mail or the World Wide Web
• Online advertising is inexpensive but most people
consider it junk mail.
• It includes banner & pop-up ads
Specialty Media
• Specialty media are called giveaways or
advertising specialties
• Relatively inexpensive
• Features advertiser name or logo
• Examples are hats calendars, pens etc.
Media Planning and Selection
Advertisers use three basic questions to
establish the media plan and select the right
medium to use:
1. Can the medium present the product and
the appropriate business image?
2. Can the desired customers be targeted with
the medium?
3. Will the medium get the desired response
rate?