Download Advertising Media

Chapter
19
Advertising
Media
Advertising
Section 19.1 Advertising Media
Advertising Media
Key Terms
promotional
advertising
institutional
advertising
media
print media
transit
advertising
broadcast
media
online
advertising
specialty
media
media
planning
Objectives
 Explain the concept and purpose of
advertising in the promotional mix
 Explain the different types of advertising
media
 Discuss the planning and selection of
media
Advertising and Its Purpose
In advertising, advertisers control the
message, where it will be seen or heard, and
how often it will be repeated.
Marketing Essentials Chapter 19, Section 19.1
promotional
advertising
Advertising
designed to
increase sales.
Promotional and Institutional
Advertising
There are two main types of advertising:
• Promotional
• Institutional
Promotional advertising is when the goal is
to increase sales. It can:
• Introduce a new business
• Change a company image
• Promote a product
• Encourage the use of a particular service
Marketing Essentials Chapter 19, Section 19.1
Promotional
Advertising
institutional
advertising
The process used
to try to create a
favorable image
for a company
and foster
goodwill in the
marketplace.
Promotional and Institutional
Advertising
Institutional advertising X tries to create a
favorable image for a company and foster
goodwill in the marketplace. Connecting a
company’s name to a worthy cause makes a
favorable impression on its customers.
Marketing Essentials Chapter 19, Section 19.1
Mass Advertising Versus Targeted
Advertising
Mass advertising enables companies to reach
large numbers of people with their messages.
Advertisers can also carefully target their
messages to select audiences in a process
known as targeted advertising.
Mass marketing uses a
single approach or
marketing plan to reach all of
its customers.
Marketing Essentials Chapter 19, Section 19.1
Cooperative Advertising
You may be able to save on
your promotional budget
by arranging for
cooperative advertising.
cooperative advertising an arrangement in which
advertising costs are divided
between two or more parties
Marketing Essentials Chapter 19, Section 19.1
Let’s try it!
In your table groups, use the magazines
available or the Internet and quickly find
an example of the following:
Promotional advertising
Institutional advertising
1st team
to finish
Mass marketing
wins!
Cooperative advertising
The Big Picture
Study Organizer
Marketing
Mix
Price
Unit 8
Price
Planning
Promotion
Place
Unit 5
Unit 6
Unit 6
Ch 17, 18
Personal
Selling
Ch 19, 20
Ch 17
Advertising
Publicity
Sales
Promotion
Online
Specialty
Types of Media
Print
Broadcast
Unit 7
Distribution
Product
Unit 10
Product
Planning
Types of Media
media
The agencies,
means, or
instruments used
to convey
advertising
messages to the
public.
Media X are the agencies, means, or
instruments used to convey
advertising messages to the public.
The four general categories are:
• Print
• Broadcast
• Online
• Specialty
Marketing Essentials Chapter 19, Section 19.1
print media
Newspapers,
magazines,
direct mail,
signs, and
billboards
used in
advertising.
Print Media
Print media X includes:
• Newspapers
• Magazines
• Direct mail
• Signs
• Billboards
Marketing Essentials Chapter 19, Section 19.1
Print Media
Newspaper
shoppers
are local
papers that
contain little
editorial
content but
are delivered
free to local
residents.
ADVANTAGES
DISADVANTAGES
• high circulation • can be less
appealing due to
• options for ad
placement size, the b/w
and frequency.
• response from
coupons can be
dated & easily
tracked
• inexpensive
Marketing Essentials Chapter 19, Section 19.1
Print Media
Magazines
ADVANTAGES
DISADVANTAGES
• generally have
• expensive
longer life span • must be
• realistic,
submitted weeks
appealing due to
(or even months)
quality
before publication
Print Media
The two types of direct marketing are:
• Printed direct mail sent to a home or
business
• Electronic direct mail sent to an e-mail
address
Printed direct-mail advertising can take many
forms, such as:
Direct mail yields a low level of
• Newsletters
• Catalogs
• Coupons
• Samplers
• Invitations
response, and poorly planned
campaigns often yield less than a
one-half percent response. It also
has a negative “junk mail” image.
The cost of printed direct-mail
advertising can be high.
Marketing Essentials Chapter 19, Section 19.1
Print Media
Print Media
is one of the
oldest and
most
effective
forms of
advertising.
Directory
Advertising
ADVANTAGES
DISADVANTAGES
• inexpensive
• advertisers
• telephone
cannot adjust
directories found
their information,
in 98% of all
offers, or
homes & kept for
message until a
at least a year.
new directory is
distributed.
Marketing Essentials Chapter 19, Section 19.1
Online Advertising
A banner ad is a form of advertising
on the Internet. This entails embedding
an advertisement into a web page. It is
intended to attract traffic to a website
by linking them to the web site of the
advertiser. The banner often uses
animation or sound to maximize
presence.
Pop-up
Ads
Banner
Ads
Pop-up ads are a form
of online advertising
intended to increase web
traffic or capture email
addresses. It works
when certain web sites
open a new web browser
window to display
advertisements.
Specialty Media
specialty
media
Relatively
inexpensive,
useful items
featuring an
advertiser’s
name or logo
that are given
away; also
known as
giveaways or
advertising
specialties.
ADVANTAGES
DISADVANTAGES
• relatively
inexpensive
• if the items are
useful and
practical, they
may be seen
often.
• distribution of
the items is
usually limited;
may be given to
people who
would never
consider
patronizing the
business
Marketing Essentials Chapter 19, Section 19.1
Other Advertising Media
Other innovative means of
transmitting messages to potential
customers include:
• Sports arena billboards
• Ads in movie theaters and
home video rentals
• Ads on hot air balloons
and blimps
• Skywriting
Marketing Essentials Chapter 19, Section 19.1
Media Planning and Selection
media
planning
The process of
selecting the
advertising
media and
deciding the time
or space in which
the ads should
appear to
accomplish a
marketing
objective.
Media planning X is 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
address three basic questions:
• Can the medium present the product
and the appropriate business image?
• Can the desired customers be targeted
with the medium?
• Will the medium get the desired
response rate?
Marketing Essentials Chapter 19, Section 19.1
Review Questions
1. What are two types of advertising?
2. What are four different types of print media?
3.What is mass marketing?
4.What is cooperative advertising?
5.What is media planning?
Lesson Extension Activity
1) Choose a partner to work with & select a
print advertisement from the ones provided.
1) Analyze the ad and record your reaction to the
following:
a) Who do you think the ad is targeted to?
b) What indicators helped you form an opinion of
the target audience?
c) What magazine would you guess this ad would
appear in?
3) Next, in a very simple sketch & a written explanation of
your analysis, discuss how you would alter this ad to fit
a different target market? Be specific.
Be prepared to present to the class and hand in tomorrow.