Download chapter 1: marketing is all around us

Name:______________________________ Date:__________________ MINT Periods ____/____
Class:______________________________Instructor:___________________________
CHAPTER 19: ADVERTISING
School-to-Work Research Activity
Name of work site:___________________________________________
Name of work site supervisor:__________________________________
Title or position of supervisor:__________________________________
The main purpose of advertising is to promote ideas, goods, or services by an identified
sponsor. Consult with your work-site supervisor to learn more about advertising media used at your
company.
After completing this school-to-work investigation you will be able to
 Identify the main kinds of advertising used at your work site.
 Identify the various types of advertising (print, electronic, and broadcast) used at your worksite.
1. Promotional advertising is designed to increase sales of a business or organization.
Institutional advertising is designed to create a favorable impression and goodwill.
1a. Does your work site use promotional advertising, institutional advertising, or a combination of
the two? Provide examples to justify your answer.
1b. Who determines what products or services to advertise in your business? Are those decisions
made by one person or a committee?
2. Print media includes newspapers, magazines, signs, billboards, direct mail, and anything else
printed.
2a. Does your business advertise in any daily, weekly, or special shopper newspapers? If so,
identify the newspaper or newspapers.
2b. If your business advertises in the newspaper, what section does the advertisement usually go
in? If your business has a preferred location for its newspaper ads, explain the reasoning behind
its preference.
3. Does your business perform direct mail advertising? If so, what type of direct mail advertising
pieces are sent to potential customers? How are the mailing lists developed?
4. Does your worksite use non-standardized or standardized outdoor signs? Why?
5. Directory advertising maybe placed in residential or business phone books.
5a. Does your business advertise in the white or Yellow Pages directories?
Name:______________________________ Date:__________________ MINT Periods ____/____
Class:______________________________Instructor:___________________________
5b. Under what heading or headings may your business be found in the yellow Page directory
index?
6. Many businesses use electronic and broadcast media (television, radio, the Internet) to sell
their products.
6a. Does your business advertise on the Internet? If yes, identify the type of online advertising
conducted. If no, explain the rationale
6b. Does your business advertise on the radio or television? If so, identify the stations on which
the advertisements appear. Explain the rationale behind the selected stations.