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Advertising All Around
Bradley Springfield
Advertising
The paid for exposure of a product.
Usually persuasive in content.
Advertising to the Target Audience
What makes
Memorable
advertising?
A ttention
I nterest
D esire
A ction
Advertising on the Radio
 The first ad was broadcast on WEAF in
1922.
Many welcomed advertising and because
it seemed as a natural way to keep it free.
Advertising agencies virtually took over
broadcasting, producing the shows in
which their commercials appeared.
Money was being made and better
marketing techniques were created.
Advertising in Newspapers
The first major advertising medium
begging in 3ooo B.C.
With the declining in readership,
newspapers do not have the reach as
they once did. But still contribute for 32 %
of must advertising budgets.
Advertising on Television
By 1949 Advertisers spent on average $12
million to the industry… than by 1951
$128 million became the new average to
reach consumers’
TV commercials, brought products to
action with sight and sound.
The most Effective mediums of All times!
Advertising on the World
Wide Web
 A new fast growing medium only being around
10 years.
Has an Extremely large reach of billions
world wide.
 Computer graphics, morphing, and other
special effects are now common in national
internet advertising.
Advertising on the World Wide Web
Cyberadvertisng
 In 2004 companies
spent 9.2 billion
online advertising;
industry predictions
are that the total will
swell to more then 16
billion by 2009.
Adverting on the World
Wide Web
 Computer Databases
and computerized
printing have fueled
the rapid growth of
direct marketing
advertising.
Computerized printing
has made possible
zoned and other
specialized editions of
national magazines.
Advertising on the World Wide Web
 The Structure of
Online
Advertisements
 Pop-outs: ads that
appear in a smaller
window at the border
of the Web page.
 Targeted keyword
buys : ads that pop
up on the screen
every time a user
types in a sponsor’s
name or other words.
Advertising comes with a price



C
P
= Cost Per Thousand
M
 The Cost of reaching $1,ooo audience
members. For example, an ad cost $2o,ooo to
place in a major newspaper and is read by 1
million people has a CPM of $ 2o.
Advertising with a Purpose
U
S
P
The Unique Selling Proposition:
Highlighting the aspect of a product that
sets it apart from other brands in the same
category.
Advertising with a Purpose
Once and
Advertiser’s
has chose his or her
medium to
reach their
audience, other
factors have to be
consider.
Advertising with a Purpose
Demographic
Segmentation:
 The practice of
appealing to
audiences defined
by varying personal
and social
characteristic such
as race, gender and,
Advertising with a Purpose
Psychographic
Segmentation :
Appealing to
consumer groups with
similar lifestyles,
attitudes, values, and
behavior
patterns.
Advertising with a Purpose
Last Key Advice:
KNOW EVERY POSSIBLE ABOUT
YOUR TARGET AUDIENCE.
Advertising All Around: work cited
 Introduction to Mass Communication.
Baran. Stanley J. Published by Mc Graw
Hill in 2004.