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Advertising
Chapter 19
Advertising Slogans - Quiz
1. Challenge everything
2. Do you have the
bunny inside?
3. We bring good things
to life.
4. Play More
5. Where do you want to
go today?
6. Can you hear me
now? Good.
7. So easy a caveman
can do it.
8.
9.
10.
11.
12.
13.
14.
15.
Are you in good hands?
Impossible is nothing.
Just do it
Betcha can't eat just
one
It's the real thing
The Choice of a New
Generation
Kid tested. Mother
approved.
Not going anywhere for
a while?
Grab a __________
Advertising Slogan Quiz
1.
2.
3.
4.
5.
6.
7.
8.
Challenge everything
– EA Games
Do you have the bunny inside?
– Energizer Max, since 2000s
We bring good things to life.
– GE (General Electric till 2002)
Play More
– Xbox 360
Where do you want to go today?
– Microsoft, 1996
Can you hear me now? Good.
– Verizon
So easy a caveman can do it.
– GEICO
Are you in good hands?
– Allstate
Advertising Slogan Quiz
9.
Impossible is nothing.
– Adidas
10. Just do it
– Nike, Inc. (foot wear),
11. Betcha can't eat just one
– Lay's potato chips
12. It's the real thing
– Coca-Cola
13. The Choice of a New Generation
– Pepsi
14. Kid tested. Mother approved.
– Kix
15. Not going anywhere for a while? Grab a Snickers.
Ch 19 Sec 1 – Advertising Media
What you’ll learn . . .
• The concept and purpose of
advertising
• The different types of advertising
media
Advertising and Its Purpose
• Advertising is any paid form of
non-personal promotion of ideas,
goods, or services by an
identified sponsor
• Advertising is everywhere!
Two main types of advertising
• Promotional advertising
– Introduces new products and
businesses
– Encourages an interest in products
– Explains product and service features
• Institutional advertising
– Attempts to create a favorable
impression and goodwill for a business
or an organization.
Types of Media
Media are the agencies, means, or
instruments used to convey
advertising messages to the public.
•
•
•
•
Print Media
Broadcast Media
Online Advertising
Specialty Media
Print Media
Written advertising that may be
included in everything from
newspaper and magazines to direct
mail, signs and billboards.
They are among the oldest and most
effective types of advertising.
Newspaper Advertising
• Local (San Jose Mercury News,
Hollister Free Lance, Pinnacle) or
National (USA Today)
• Daily or weekly
• Shopper
– Little editorial content
– Delivered free
Newspaper Advertising
• Advantages
– Large readership and a high level of reader
involvement
– Advertisers can target certain people
– The cost is relatively low
– Ads are timely
• Disadvantages
– Wasted circulation
– Short life
– Black and white (although many papers are
changing to color format)
Magazine Advertising
• Classified as
– Local, regional, or national
– Weeklies, monthlies, and quarterlies
– Consumer or business (trade)
Magazine Advertising
• Advantages
– Can target audiences
– Longer life span
– Print quality is good
– People keep magazines longer than
newspapers
– Offer a variety of presentation formats
• Disadvantages
– Less mass appeal within a geographical
area
– More expensive
– Deadlines make them less timely
Direct-Mail Advertising
• Sent by businesses directly
through the mail
• Includes newsletters,
catalogs, coupons, samplers,
price lists, circulars,
invitations, postage-paid
reply cards, and letters.
• Mailing lists are assembled
from current customer
records or they may be
purchased.
Direct-Mail Advertising
• Advantages
– Can be highly selective
– Controlled timing
– Can be used to actually make the sale
• Disadvantages
– Low response level
– People think of it as “junk mail”
– Dated lists
– Cost is high
Directory Advertising
• An alphabetical listing of households and
businesses.
• The best known are telephone directories.
Directory Advertising
• Advantages
– Relatively inexpensive
– Can be used with all demographic groups
– Are found in 98% of American households
– Usually kept for at least a year
• Disadvantage
– Only printed once a year
– Some service business’ are used infrequently;
therefore, directory advertising must be
combined with another type.
Outdoor Advertising
• Standardized signs are available to local,
regional, or national advertisers.
• Purchased from outdoor advertising
companies in standard sizes
• Are placed in highly traveled roads, and
freeways where there is high visibility.
• Posters – pre-printed sheets put up like
wallpaper on outdoor billboards.
• Painted bulletins – painted billboards that
are changed about every six months to a
year.
• Spectaculars – use lights or moving parts
and are in high traffic areas.
A billboard gets right to the point
Which type of outdoor advertising is this?
Outdoor Advertising
• Advantages
– Highly visible and relatively
inexpensive
– 24-hour a day message and located to
reach specific target markets
• Disadvantages
– Becoming more restricted –
increasingly regulated
– Limited viewing time
Transit Advertising
• Uses public transportation facilities
• Commuter trains, taxis and buses, station
posters near or in subways and in railroad,
bus, and airline terminals
Transit Advertising
• Advantages
– Reaches a wide captive audience
– Economical
– Defined market
• Disadvantages
– Not available in smaller towns and cities
– Subject to defacement
Broadcast Media
• Includes radio and
television
• The average person
will spend nearly ten
years watching TV
and almost six years
listening to the radio
over a 70 year lifetime
Television Advertising
• Communicates with sound, action, and
color.
• Prime time is between 8 and 11 p.m.
• Is appealing to large companies with
widespread distribution.
Institutional TV Commercials
Television Advertising
• Advantages
– Can be directed to an audience with a specific
interest
– Message can be adapted to take advantages
of holidays and special events
• Disadvantages
– Highest production cost of any media type
– High dollar cost for the time used
– Actual audience size is not assured – people
leave the room or channel surf – effect of TIVO
Radio
Radio Advertising
• Radio reaches 96 % of people over 12 yrs
which makes it very effective
• Best times are “drive times” – morning and
late afternoon/early evening
Radio Advertising
• Advantages
– Can select an audience, such as teens
by choosing the right station
– More flexible than print – messages can
be easily changed
– It’s a mobile medium – can be taken just
about anywhere
• Disadvantages
– Short life span – when broadcast, it is
over
– Lack of visual involvement
Online Advertising
• Placing advertising
messages on the
Internet
• Banner ads –
created with rich
media technology
that uses the
strategy of popping
up and interrupting
the readers search
Specialty Media
• Relatively inexpensive, useful items with
an advertisers name printed on them
• Given away with no obligation attached
• Calendars, magnets, pens, pencils, memo
pads, and key chains
Other Advertising Media
• Businesses are constantly creating
innovative means of transmitting their
messages
• Sports arena billboards, ads in movie
theaters, hot air balloons and blimps,
skywriting, etc.
Advertising
Chapter 19.2
Chapter 19 Transition
• Get your Marketing Workbook
– Complete Page 167 – 168
– Use a new Excel workbook
– Copy data and follow directions to
create pie chart
– Save to your folder as:
Marketing-WB-167-filastname
• Get out your Chapter 19 Note-Guides
• Prepare to finish Chapter 19 Notes
• Chapter 19 Class Work
Creative Billboards
Media Planning and Selection
• The process of selecting the advertising
media and deciding the time or space in which
the ads should appear to accomplish a
marketing objective.
• To establish the media plan, advertisers
should ask three basic questions:
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?
Media Measurement
To understand media measurement, you need
to become familiar with several key terms:
The number of homes or people exposed
to an ad is called the audience
A single exposure to an advertising
message is called an impression
Frequency is the number of times an
audience sees or hears an advertisement.
Marketing Essentials Chapter 19, Section 19.2
Media Measurement
Cost per thousand (CPM) is the media
cost of exposing 1,000 people to an
advertising impression.
It is the tool used to compare the
effectiveness of different types of media.
Marketing Essentials Chapter 19, Section 19.2
Media Measurement
Readership of print media is measured by
surveys or estimated by circulation.
The TV audience is measured with diaries or
meter data collected by Nielsen Media
Research.
Numbers of radio listeners are tracked by
the Arbitron Company using listening diaries.
Online audiences are measured with surveys
and computer software tracking systems.
Marketing Essentials Chapter 19, Section 19.2
Media Rates
Advertising uses a set format that is defined
in terms of time (broadcast media) or space
(print or online media).
Media costs vary greatly, not just with type
of media but also with geographical location
and audience.
Marketing Essentials Chapter 19, Section 19.2
Newspaper Rates
Newspaper rates are divided into two
categories, depending on whether the ad is
a classified ad or a display ad.
•Classified ads: Effective for selling, paid
by the word or line
•Display ads: General commercial ads,
paid by the space used
Marketing Essentials Chapter 19, Section 19.2
Magazine Rates
Magazine rates are based on:
•Circulation
•Type of readership
•Production techniques
Marketing Essentials Chapter 19, Section 19.2
Magazine Rates
There are different magazine rates, including:
•Bleed: Half- or full-page ads printed all the
way to the edge of the page
•Black-and-white versus color printing
•Premium position: Placement on the back
cover or on the first page
•Discount: Price cuts based on frequency of
advertising or early payment for the ad.
Marketing Essentials Chapter 19, Section 19.2
Online Rates
Online advertising rates
are based upon the type
of format the customer
desires,
Such as banner, button,
and pop-up.
They are also set on a
CPM rate of page views.
Marketing Essentials Chapter 19, Section 19.2
Radio Rates
Costs of radio advertising vary
according to:
• Where the ad will air
• What time of day the commercial
will be broadcast
• Length of the ad
Ads can air on network radio (a national broadcast),
national spot radio (airing in certain areas only), or
local radio.
Radio ad rates are highest during the morning and late
afternoon, also called drive times.
Marketing Essentials Chapter 19, Section 19.2
Television Rates
Like radio, TV rates depend on where the
commercial will air, what time of day, and
the ad’s length.
Prime time (8 P.M. to 11 P.M.) is the most
expensive time to advertise on television.
Marketing Essentials Chapter 19, Section 19.2
Promotional Budget
The promotional budget considers the cost for
developing and placing or airing advertising, and
the cost of related staffing.
Four common promotional budgeting methods are:
1. Percentage of sales
2. All you can afford
3. Following the competition
4. Objective and task
Marketing Essentials Chapter 19, Section 19.2
Promotional Budget
1. In the percentage of sales method,
the budget is decided based on a
percentage of past or anticipated
sales
The most common method
Promotional Budget
2. If a company follows the “all you can
afford” method, it pays all expenses,
then applies the remainder of its funds
to promotional activities.
Marketing Essentials Chapter 19, Section 19.2
Promotional Budget
3. The “following the competition” method
bases its budget on the competitor’s
promotional expenditures or the
competitor’s market share.
It is considered a weak method because it is
based on the competitor’s objectives.
Marketing Essentials Chapter 19, Section 19.2
Promotional Budget
4. The objective and task method
determines goals, considers the
necessary steps to meet them, and
determines the cost of activities to meet
those goals.
Marketing Essentials Chapter 19, Section 19.2
Class Work Chapter 19
• Textbook:
–Page 408, #1 – 4
–Page 415, 1 – 4
–Page 417, # 14 – 20
• Save to your folder as:
Marketing-CW-19-filastname
• Complete Chapter 19 Packet in
class and as homework