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Broadcast Advertising Advertising Defined • • • • • • Non-personal Communication Usually paid for By an identified sponsor Persuasive in nature About products, ideas or services Through various media Advertising in the Marketing Mix • Product – Quality, package, appearance, etc. • Price – Deep discount to premium • Place – Distribution channels • Promotion – POP, personal selling, PR, Advertising Advertising Classified • By audience – Consumer – Business to Business • • • • Industrial Trade Professional Farm Advertising Classified • Geographically – National – Regional – Local – International Advertising Classified • By medium – Electronic • • • • Radio Television Cable Internet Advertising Classified • Print – Newspaper – Magazine • Outdoor – Billboard – Transit Advertising Classified • Specialty – Novelties – POP – Product placement – Etc. – Etc. – Etc. Advertising Classified • By function – Product -vs- non-product – Commercial -vs- non-commercial – Direct action -vs- non-direct action The advertising industry • • • • • • Agencies The media The advertisers The support services and suppliers The regulators The consumers Advertising History • Functions of advertising: – Identify products and differentiate them – Communicate information about product – Induce consumers to try the product – Increase product usage – Build brand preference and loyalty Advertising History • Dates to 1600s – British newspapers paid notices Advertising History • Ben Franklin is credited with introducing white space and illustrations Advertising History • Magazines became first national medium • Volney Palmer – first ad agency – 1841 – Bought newspaper and magazine space in large volumes at discount. – Marked up 15% • N. W. Ayer – first full service agency Broadcast Advertising History • Out of the debate on how to pay for broadcasting came… • “Toll” broadcasting – WEAF – AT&T station • “telephone philosophy of paying toll for long distance calls. • First commercial broadcast • http://www.oldtime.com/commercials/1stcommercial.html Broadcast Advertising History • Post WWI – Radio grew – Lifestyles improved – Spending increased – Radio networks emerged – Advertising stressed the “Unique Selling Proposition” Broadcast Advertising History • Television explodes post WWII – Radio programs shift to television – Radio adopts musical formats • Advertising costs increase • Sponsorships give way to participations or “spots” • By the 1960s – advertising entered the “image era” Broadcast Advertising History • Depicting a lifestyle – not product information • Emotional appeals – not logical appeals • Remember the package – not the name • Focus on benefits to consumer The contemporary advertising industry • Complicated by the proliferation of media • Audiences are splintered – Narrowcasting • Clutter and competition • High costs of media drive demand for research Effects of advertising • • • • On prices On competition On product image On demand – “Creating” demands? – Bran, fiber, carbs, cosmetics, vitamins, etc. – Slow a declining market – “repositioning” Media strategy • Buying patterns – Weekly cycles – Monthly cycles – Annual cycles – Seasonal products • Products/service with fixed maximum capacities Media strategy Media strategy Media strategy Media strategy