Download Chapter 14 Advertising Notes

Chapter 14 - Advertising: The Art of Attracting An
Audience
Vocabulary
Advertising –
Mass Media –
Direct-mail Advertising –
Transit Advertising –
Infomercial –
Webcast –
Cyber Ads –
Pop-up Ads –
Banner Ads –
Screen Ads –
Why It’s Important?
Businesses rely on advertising to _____________ and to___________. Advertising
pays for many of the _______________ of TV, radio, newspapers, and magazines.
Advertising Media
_______________is the paid, nonpersonal form of communication that businesses
use to promote their products.
•
•
_________are means of communication such as TV, radio, and newspapers.
The type of medium an advertiser uses depends on ________________
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 _________________to communicate.
1. Newspapers
•
•
•
•
•
______________are the ______________ in the United States.
More than ___________of adults in the United States read newspapers.
Advertisers can_______________.
The cost of printing an ad is_________________.
Most people throw their newspapers away after they read them, so an ad’s
lifespan is_____________________.
2. Magazines
•
•
•
•
•
•
Most magazines are _________and appear every week or every month.
Special-interest magazines like __________make it possible to reach
____________
People take their time to read magazines and often save them, so magazine
ads have a _____________than ________________ ads.
Most magazines are _____________ with much higher quality ink and paper
than newspapers.
Magazines are so ___________ they are of_________________.
Magazine ads can’t be_____________________.
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
•
•
•
______________consists of ads sent by mail to people’s homes.
It is the biggest advertising medium_______________
Direct mail allows advertisers to reach_________________.
•
•
•
•
•
•
•
•
Direct-mail advertisers can use a variety of formats—_________,
__________, _________, and_____________—and include coupons or free
samples.
The ___________ of sending ads through the mail can_______________.
Direct mail is often referred to as “___________” because people who receive
direct-mail advertising____________.
Directory advertising, which consists mostly of_____________, is especially
useful for local advertisers.
The cost of a directory ad is usually______________.
Phone books are used in almost____________, in all areas, and kept
for_______________.
A disadvantage of directory ads is that they have to ______________
Most directory ads can’t be used to__________, and can’t be easily updated.
Outdoor Advertising
_____________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______________.
1. Television
•
•
•
•
•
•
Television has an advantage over any other medium because it ___________
Some ads are so effective that they become______________.
TV ads can be shown on _______________to reach______________.
An infomercial is a TV program, _____________
The biggest disadvantage of TV ads is that they can be ________to produce.
Advertisers also have to_________________.
2. Radio
•
•
•
•
Like TV ads, radio ads can reach a______________.
Radio ads use ____________effects creatively to get an audience’s attention.
Radio stations broadcast ____________
Advertisers can reach_______________.
3. Webcasting
•
•
webcast is like a ________________
A webcast usually consists of ______________ (or “cam”) crew hired to film a
specific location or event.
4. Cyber Ads
•
•
•
•
•
•
•
Cyber ads are ads that_____________.
Cyber ads are different from webcasts in that _____________
Pop-up ads ________________when you first log onto the Internet or when
you click on a site.
Banner ads are _______________and remain there.
Screen ads __________ for future reference.
Cyber ads can be sent ________ lists and can _________like direct-mail ads.
Cyber ads have an added advantage in that _______________
Advertising Rates
The factors that determine advertising rates are:
•
•
•
•
•
Rates for Print Media
•
•
•
Newspaper and magazine rates are_____________, or the number of people
who read them.
Newspaper and magazine ads are____________.
Ads that appear on the ___________than ads inside the magazine.
Rates for Broadcast Media
•
•
•
•
•
•
The cost of radio and TV ads______________.
The cost to advertise on a national network is ____________
The cost of radio and TV ads also ___________
Advertisers also ___________or the Super Bowl.
Radio and TV advertisers __________that are 10, 30, or 60 seconds long.
Advertisers often ____________
Rates for The Internet
•
•
•
The cost of Internet advertising is____________.
The ____________also affects the_________.
Internet advertisers pay a __________