Ad Production Types of Advertising 1 1 Advertising

Ad Production Types of Advertising 1 -1

Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as Newspaper Magazines Television commercial, Radio advertisement, Outdoor advertising, Direct mail; Websites Prentice Hall, © 2009

Types of Advertising Commercial To increase the consumption of their products or services through "Branding Non-commercial Spend money to advertise political parties, interest groups, religious organizations and governmental agencies. Free modes of persuasion, Public service announcement (PSA). Prentice Hall, © 2009

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper. Prentice Hall, © 2009

Television advertising The TV commercial is generally considered the most effective mass market advertising format, as is reflected by the high prices in the Primetime spot rate. The majority of television commercials feature a song or jingle that listeners soon relate to the product. Prentice Hall, © 2009

Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial combining the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Prentice Hall, © 2009

Radio advertising is a form of advertising via the medium of radio. Airtime is purchased from a station or network in exchange for airing the commercials. Prentice Hall, © 2009

Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. search engine results pages, banner ads, Social network advertising, online classified advertising, and e-mail marketing, including e-mail spam. Prentice Hall, © 2009

Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads Or in shopping malls or office buildings, and in stadiums. Prentice Hall, © 2009

Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. Prentice Hall, © 2009

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles near checkout counters , Eye-catching displays promoting a specific product, advertisements in such places as shopping carts and in-store video displays. Prentice Hall, © 2009

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. Prentice Hall, © 2009

Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3 D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. Prentice Hall, © 2009

*subliminal advertising Promotional messages the recipient is not aware of, such as those played at very low volume or flashed on a screen for less than a second. Its effectiveness is not supported by scientific evidence, and its use is considered a deceptive business practice in some jurisdictions. Prentice Hall, © 2009

Types of Advertising • Brand Advertising – Focused on long-term brand identity and image • Retail or Local Advertising – Focused on selling merchandise in a geographical area • Direct Response Advertising – Tries to stimulate a sale directly • Business-to-Business – Sent from one business to another Principle: All types of advertising demand creative, original messages that are strategically sound and well executed. Prentice Hall, © 2009 1 -15

Types of Advertising • Institutional Advertising – Focused on establishing a corporate identity or winning the public over to the organization’s point of view • Nonprofit Advertising – Used by nonprofits like charities, associations, hospitals, orchestras, museums, and churches for customer, members, volunteers, and donors • Public Service Advertising – Usually produced and run for free on behalf of a good cause Prentice Hall, © 2009 1 -16

The Key Players: the Advertiser Wants to send out a message about its business Initiates effort by identifying a problem that advertising can solve Selects the target audience, sets the budget, and approves the ad plan Hires the agency Agency of record (AOR) does the most business; Prentice Hall, © 2009 manages other agencies 1 -17

Key Players: Agency Agencies have the strategic and creative expertise, media knowledge, talent, and negotiating abilities to operate more efficiently than the advertiser. Some large advertisers have in-house departments. Prentice Hall, © 2009 1 -18

Key Players: Media are channels of communication that carry the message to the audience They’re vehicles, but also large media conglomerates like Time Warner and Viacom. Principle: Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches. Prentice Hall, © 2009 1 -19

Key Players: Suppliers Group of service organizations that assist advertisers, agencies, and the media in creating and placing ads by providing specialized services Artists, writers, photographers, directors, producers, printers, freelancers, and consultants Insert Prentice Hall, © 2009 1 -20

Key Players: Target Audiences People to whom an ad is directed—their responses determine if advertising is effective. Targeting is the process of identifying the people in the desired audience. Interactive technology allows ads to be Insertcustomized to the target audience’s individual needs. Prentice Hall, © 2009 1 -21

Current Developments The New Advertising Electronic media are making advertising more intimate, interactive, and personalized. Advertising must evolve to keep up with technology. Creativity involves more than just the ad’s big idea, but finding new ways to engage consumers beyond traditional mass media. Prentice Hall, © 2009 1 -22

Current Developments Interactivity Buzz is getting people to talk about the event, idea or brand. People contact companies by phone, the Internet, and through friends. Advertising must change to also become more interactive. Prentice Hall, © 2009 1 -23