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Transcript
Chapter 14 Advertising: The Art of Attracting an Audience pp. 232-245 Learning Objectives 1. Identify the different types of print media used to advertise products. 2. List advantages and disadvantages for each type of advertising medium. Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines. Ch 13-14 – Marketing/Advertising Slide ‹#› Advertising Media Advertising- paid, nonpersonal form of communication that businesses use to promote their products Mass media are means of communication such as TV, radio, and newspapers Type of medium used depends on the market advertisers want to reach Ch 13-14 – Marketing/Advertising Slide ‹#› Newspapers Print Media - Main advertising medium in the U.S. - More than 50% of adults in U.S. read papers - Advertisers can target people in certain area - Cost to print ad is fairly cheap Disadvantages - thrown away after read = ad’s lifespan is short Ch 13-14 – Marketing/Advertising Slide ‹#› Magazines Print Media - National in scope appear weekly/monthly - Special Interest magazines (Teen and Sports Illustrated) reach target markets on a large scale - Take time to read mags and often save them - Ads - much longer lifespan than newspaper ads Ch 13-14 – Marketing/Advertising Slide ‹#› Magazines Print Media - Printed in color = higher quality ink and paper - Broadly circulated; little use to local advertisers Disadvantages - Ads can’t be easily changed for limited offers Ch 13-14 – Marketing/Advertising Slide ‹#› Direct-Mail Advertising Print Media - Ads sent by mail to people’s homes - letters, fliers, postcards, catalogs, coupons, samples - Biggest advertising medium after TV/papers - Allows advertisers to reach specific targets Disadvantages - Cost to send ads through mail = A LOT of $$ - Referred to as “junk mail” = may be thrown out Ch 13-14 – Marketing/Advertising Slide ‹#› Directory Advertising - Phone books - local advertisers use - Cost = very cheap - Used in almost every home & business - Kept for at least a year Print Media Disadvantages - You ad competes with numerous similar ads - Can’t advertise prices/sales or update easily Ch 13-14 – Marketing/Advertising Slide ‹#› Outdoor Advertising Print Media - most common form = billboard - useful for local businesses, businesses that cater to travelers - newer types of outdoor advertising - Disadvantage: drive by too quickly to notice. Ch 13-14 – Marketing/Advertising Slide ‹#› Outdoor Advertising Ch 13-14 – Marketing/Advertising Print Media Slide ‹#› Transit Advertising Print Media - usually consists of posters placed: - on the sides of buses - in subway stations - inside trains - at airports Ch 13-14 – Marketing/Advertising Slide ‹#› HOMEWORK Rd Pages 239-243 Questions 1-3 on Pg. 243 Ch 13-14 – Marketing/Advertising Slide ‹#› Learning Objectives 1. Identify the different types of broadcast media used to advertise products. 2. List advantages and disadvantages for each type of advertising medium. 3. Name factors in the cost of advertising. Why it’s Important: Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines. Ch 13-14 – Marketing/Advertising Slide ‹#› Broadcast Media Broadcast Media - most effective means of advertising Television - Advantage: sounds, images, and motion - May become part of our everyday language - Shown on national, local, or cable stations Disadvantages - very expensive to produce - pay to broadcast an ad during a TV show Ch 13-14 – Marketing/Advertising Slide ‹#› Television cont’d Broadcast Media - infomercial is a TV program, usually 30 minutes long, made to advertise a product Radio - like TV, radio ads can reach wide audience - music, dialogue, and sound effects - good medium for local advertising - Advertisers can reach people on the move Ch 13-14 – Marketing/Advertising Slide ‹#› Webcasting Broadcast Media - webcast - sent and received over the Web - usually a live broadcast, filmed by crew - EX: Victoria’s Secret online fashion show Cyber Ads - ads on the internet - displayed like magazine ads - Pop-up ads - few seconds when you log on - Banner ads - top/bottom of the screen - Screen ads – left/right of the screen, can print - can send directly to people on mailing lists - can use sound effects and animation Ch 13-14 – Marketing/Advertising Slide ‹#› Media Planning Media planning – process of selecting media and deciding the time and space in which the ads should appear 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 Ad agency – business that specializes in developing ads Ad campaign – series of ad messages that share theme Ch 13-14 – Marketing/Advertising Slide ‹#› Media Measurement Audience – the number of homes or people an ad is exposed to Frequency – the number of times an audience see or hears an ad Cost per thousand – the media cost of exposing 1,000 readers or viewers to an advertising impression Nielsen Media Research Ch 13-14 – Marketing/Advertising Slide ‹#› Advertising Rates Price determined by: • size of an ad • # of people it reaches • how often it appears • when it appears • where it is placed Where have you Seen their ads? Ch 13-14 – Marketing/Advertising Slide ‹#› Advertising Rates Print Media - Newspaper/magazine rates based on circulation - or number of people who read them - sold by the inch on the page - Ads on front/back cover cost more Broadcast Media - made in 10, 30, 60 second spots - cost radio/TV ads depends audience size, time of day shown (Prime Time) - national network ads > local station ads - pay more for OSCAR or SUPER BOWL ads Ch 13-14 – Marketing/Advertising Slide ‹#› HOMEWORK Pg. 244 Questions 2-6 Ch 13-14 – Marketing/Advertising Slide ‹#› Broadcast Media Ch 13-14 – Marketing/Advertising Broadcast Media Slide ‹#› Commercials Milk Commercial Miller Commercial Wendy’s Wheaties Nike Commercial Nike Commercial – 2003 Federal Express Ad Reebok – Terry Tate Miller – Twist to open Miller – wrestling Nike – Naked man Heinekin Beer Ch 13-14 – Marketing/Advertising BUD-Lizards1 Reebok BUD-Sheets TB Sauce Doritos1 Gatorade MJ Doritos2 BUD-Lizards1 Blockbuster BUD-Lizards1 RESOURCES Adslogans.com X-Tremeinformation.com Advertising Archive Pocketmovies.net Advertisementave.com Visit4Info.com Slide ‹#› End of Chapter 13 Marketing in Today’s World Advertising Slogans Quiz 1) "Be all you can be." The US ARMY 2) “Have it your way.” BURGER KING 3) “Snap, crackle, pop.” RICE KRISPIES 4) “They melt in your mouth, not in your hand.” M&M’s 5) “Where do you want to go today?” Microsoft 6) “I’m lovin’ it!” McDonald’s 7) “It's everywhere you want to be.” VISA 8) “Drivers wanted.” VOLKSWAGEN 9) “Reach out and touch someone.” AT&T 10) "M'm! M'm! Good!“ Campbell’s Soup 11) "When it absolutely, positively has to be there overnight.“Fed EX 12) "Finger lickin' good.“ KFC 13) "Fly the friendly skies.” United Airlines 14) “Breakfast of champions.” Wheaties 15) "When you care enough to send the very best.” Hallmark 16) "Because I'm worth it.” L’Oreal 17) “The quicker picker upper.” Bounty Paper Towels Ch 13-14 – Marketing/Advertising Slide ‹#›