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Transcript
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 Forms of Advertising 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 Types of broadcast advertising Television Local broadcast affiliates ABC/NBC/CBS/FOX Cable networks ESPN/BET/CNN/FX Radio Local radio stations Satellite radio Types of direct-mail advertising Letters Brochures Coupons Types of Advertising on the Web Banner ads Pop-up ads E-mail Types of out-of-home media Focuses on consumers “on the go” Billboards Street furniture Transit Alternative Specialty advertising Include “everyday” items with a company name written on them Examples include: calendars, pens, magnets, and coffee mugs Examples of "other media” Examples include: blimps, supermarket carts, hot air balloons, and in-theater advertisements 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 Limitations of print advertising Material can be dated Long lead times till publication Decreasing readership of newspapers Advantages of broadcast advertising Most effective form of advertising Uses sound, motion and emotion Limitations of broadcast advertising Very expensive Increasingly fragmented audiences DVRs Advantages of direct-mail advertising Able to target by geographic area Able to target using database info Impart necessary information to market Limitations of direct-mail advertising Low response rate Increasingly expensive to mail 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 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 Trends in advertising media Interactive advertising Product placement Social networking Online advertising