Download Chapter 14 Advertising Computer Outline

Chapter 14 - Advertising: The Art of Attracting An
Audience
Vocabulary
Advertising – (answer)
Mass Media – (answer)
Direct-mail Advertising – (answer)
Transit Advertising – (answer)
Infomercial – (answer)
Webcast – (answer)
Cyber Ads – (answer)
Pop-up Ads – (answer)
Banner Ads – (answer)
Screen Ads – (answer)
Learning Objectives
1. Identify the Different types of media that can be used to advertise products.
2. List 3 advantages and 3 disadvantages for each type of media.
A.
Print Media
B.
Broadcast Media
C.
Cyber Ads
3. Name Factors in the cost of advertising.
Assignment:
1.
2.
3.
4.
Complete the chapter notes. (40 pts)
Answer the learning objectives. (15 pts each)
Define vocabulary. (10 pts)
Project to Create an Interesting Ad (25 pts)
Why It’s Important?
Businesses rely on advertising to [Answer] and to [Answer]. Advertising pays for
many of the [Answer] of TV, radio, newspapers, and magazines.
Advertising Media
[Answer] is the paid, nonpersonal form of communication that businesses use to
promote their products.
•
•
[Answer]are means of communication such as TV, radio, and newspapers.
The type of medium an advertiser uses depends on [Answer]
Figure 14.1 - How many of the products or services can you name?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Print Media
Print media uses [Answer]to communicate.
1. Newspapers
•
•
•
•
•
[Answer] are the [Answer]in the United States.
More than [Answer]of adults in the United States read newspapers.
Advertisers can [Answer].
The cost of printing an ad is [Answer].
Most people throw their newspapers away after they read them, so an ad’s
lifespan is [Answer].
2. Magazines
•
•
•
•
•
•
Most magazines are [Answer]and appear every week or every month.
Special-interest magazines like [Answer]make it possible to reach [Answer]
People take their time to read magazines and often save them, so magazine
ads have a [Answer]than [Answer] ads.
Most magazines are [Answer]with much higher quality ink and paper than
newspapers.
Magazines are so [Answer]they are of [Answer].
Magazine ads can’t be [Answer].
Qualities of Newspaper and Magazine Advertising
Newspaper Advertising
Magazine Advertising
Narrow circulation
Local/regional reach
Short lifespan
Easy preparation
Basic printing & paper
Inexpensive
broad circulation
regional/national reach
long lifespan
complex preparation
quality printing & paper
expensive
Direct-Mail Advertising
•
•
•
•
•
•
•
•
•
•
•
[Answer]consists of ads sent by mail to people’s homes.
It is the biggest advertising medium [Answer].
Direct mail allows advertisers to reach [Answer].
Direct-mail advertisers can use a variety of formats—[Answer], [Answer],
[Answer], and [Answer]—and include coupons or free samples.
The [Answer] of sending ads through the mail can [Answer].
Direct mail is often referred to as “[Answer]” because people who receive
direct-mail advertising [Answer].
Directory advertising, which consists mostly of [Answer], is especially useful
for local advertisers.
The cost of a directory ad is usually [Answer].
Phone books are used in almost [Answer], in all areas, and kept for [Answer].
A disadvantage of directory ads is that they have to [Answer]
Most directory ads can’t be used to [Answer], and can’t be easily updated.
Outdoor Advertising
[Answer]usually consists of posters placed on the sides of buses, in subway
stations, inside trains, and at airports
Broadcast Media (4 types)
Broadcast media are the [Answer].
1. Television
•
•
•
•
•
•
Television has an advantage over any other medium because it [Answer]
Some ads are so effective that they become [Answer].
TV ads can be shown on [Answer]to reach [Answer].
An infomercial is a TV program, [Answer]
The biggest disadvantage of TV ads is that they can be [Answer]to produce.
Advertisers also have to [Answer].
2. Radio
•
•
•
•
Like TV ads, radio ads can reach a [Answer].
Radio ads use [Answer]effects creatively to get an audience’s attention.
Radio stations broadcast [Answer]
Advertisers can reach [Answer].
3. Webcasting
•
•
webcast is like a [Answer]
A webcast usually consists of [Answer] (or “cam”) crew hired to film a specific
location or event.
4. Cyber Ads
• Cyber ads are ads that [Answer].
• Cyber ads are different from webcasts in that [Answer]
• Pop-up ads [Answer]when you first log onto the Internet or when you click on
a site.
• Banner ads are [Answer]and remain there.
• Screen ads [Answer]for future reference.
• Cyber ads can be sent [Answer]lists and can [Answer]like direct-mail ads.
• Cyber ads have an added advantage in that [Answer]
Advertising Rates
The factors that determine advertising rates are:
•
•
•
•
•
[Answer]
[Answer]
[Answer]
[Answer]
[Answer]
Rates for Print Media
•
•
•
Newspaper and magazine rates are [Answer], or the number of people who
read them.
Newspaper and magazine ads are [Answer].
Ads that appear on the [Answer]than ads inside the magazine.
Rates for Broadcast Media
•
•
•
The cost of radio and TV ads [Answer].
The cost to advertise on a national network is [Answer]
The cost of radio and TV ads also [Answer]
•
•
•
Advertisers also [Answer]or the Super Bowl.
Radio and TV advertisers [Answer]that are 10, 30, or 60 seconds long.
Advertisers often [Answer]
Rates for The Internet
•
•
•
The cost of Internet advertising is [Answer].
The [Answer]also affects the [Answer].
Internet advertisers pay a [Answer]
PROJECT
You need to create an ad for one of your favorite products. You can create an ad for
a newspaper, magazine, billboard, radio, or TV. You can create something using
powerpoint, desktop publishing, or a posterboard. Be creative, create something
that is interesting and pleasing to the eye. Does the ad make you want to purchase
the product, or find out more about it—if not, then do more work!!