Download 3.02

3.02
Advertising
Terms
Advertising: Any paid, nonpersonal form of communication
by an identified sponsor
Examples include: TV
commercials, magazine
advertisements, direct mail, and
the Internet
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Forms of Advertising
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Print: newspaper and magazine
Broadcast: radio and television
Direct mail
Out of Home
Specialty
Endorsement: approval by external
source
Testimonial: statement by user of the
product
Types of publication media
Newspapers
Magazines
Flyers
Brochures
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Types of broadcast advertising
Television
 Local broadcast affiliates
 ABC/NBC/CBS/FOX
 Cable networks
 ESPN/BET/CNN/FX
Radio
 Local radio stations
 Satellite radio
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Types of direct-mail advertising
Letters
Brochures
Coupons
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Types of Advertising on the Web
Banner ads
Pop-up ads
E-mail
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Types of out-of-home media
Focuses on consumers “on the go”
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Billboards
 Street furniture
 Transit
 Alternative
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Specialty advertising
Include “everyday” items
with a company name written
on them
Examples include: calendars,
pens, magnets, and coffee
mugs
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Examples of "other media”
Examples include: blimps,
supermarket carts, hot air
balloons, and in-theater
advertisements
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Advantages of print advertising
Newspapers: most common
and the most cost effective
type of print media
Most effective for local
businesses that are trying to
reach a specific geographical
market
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Limitations of print advertising
Material can be dated
Long lead times till publication
Decreasing readership of
newspapers
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Advantages of broadcast advertising
Most effective form of advertising
Uses sound, motion and emotion
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Limitations of broadcast advertising
Very expensive
Increasingly fragmented audiences
DVRs
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Advantages of direct-mail advertising
Able to target by geographic area
Able to target using database info
Impart necessary information to
market
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Limitations of direct-mail advertising
Low response rate
Increasingly expensive to mail
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Advantages of out-of-home media
Can be eye-catching
Audience may have no option to avoid ad
Additional medium for companies to reach
target market
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Limitations of out-of-home media
Difficult to measure effectiveness
Can be limited by government
regulation
Message can get lost in clutter
May be hard to narrow message to
target market

Expanding Internationally

Adapt promotional messages for
each market
Tailor language/attire/gestures &
advertising
 Do not rely on literal translations
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Trends in advertising media
Interactive advertising
Product placement
Social networking
Online advertising
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