1 Advertising Is a form of paid nonpersonal

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Advertising • Is a form of paid non-personal promotion • Is used to inform,

Advertising • Is a form of paid non-personal promotion • Is used to inform, persuade or remind customers about a specific product, company or idea • Has two basic aspects: – the message – what a business wants to communicate – the medium – the method communication 2

Types of Advertising Messages • Phrases meant to attract customers – come in and

Types of Advertising Messages • Phrases meant to attract customers – come in and enjoy a … – try our new … – buy now… • Slogans meant to raise brand name awareness – “Dude, you’re getting a Dell!” – Built Ford Tough – Think Outside the Bun 3

Advertising Media • Include the following: – print media • newspapers, flyers, magazines, trade

Advertising Media • Include the following: – print media • newspapers, flyers, magazines, trade publications, journals, newsletters, yellow pages and direct mail – broadcasting media • television, radio and movie ads 4

Advertising Media • Include the following: – Internet • website banners, pop-ups, spam and

Advertising Media • Include the following: – Internet • website banners, pop-ups, spam and mail e- – outdoor and transit media • billboards, buses, taxis, trucks, cars, subway stations and airline terminals 5

Advertising Advantages • Increases business awareness • Reaches a wide audience • Uses repetition

Advertising Advantages • Increases business awareness • Reaches a wide audience • Uses repetition and product positioning to build customer trust • Entices customers visually 6

Advertising Disadvantages • Can be impersonal • Is often less effective for “closing the

Advertising Disadvantages • Can be impersonal • Is often less effective for “closing the sale” • Can be expensive 7

Advertising Decisions • Include: – budgeting • how much the ad will cost –

Advertising Decisions • Include: – budgeting • how much the ad will cost – frequency • how often the ad will run – medium • which medium should be used for greatest results 8

Advertising Media Assignment • You will assume the role of managerial team for a

Advertising Media Assignment • You will assume the role of managerial team for a large clothing store. • You are to develop an advertising plan and coordinate an instore promotion to announce the new line of jeans coming this spring. • The jeans are expensive but are endorsed by a 20 -something celebrity of your choice. • You are to select a minimum of 3 appropriate advertising media and make suggestions that coordinate your in-store promotion with the selected advertising. – – – Radio Ad Television Commercial Billboard Newspaper Ad Web Banner Ad 9

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Acknowledgements Production Coordinator Amy Hogan Megan O’Quinn Brand Manager Megan O’Quinn Graphic Designer Melody

Acknowledgements Production Coordinator Amy Hogan Megan O’Quinn Brand Manager Megan O’Quinn Graphic Designer Melody Rowell Technical Writer Jessica Odom V. P. of Brand Management Clayton Franklin Executive Producer Gordon W. Davis, Ph. D. © MMXIV CEV Multimedia, Ltd. 18

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