Advertising Definition Types of Media Analysis ELA Standard

Advertising Definition Types of Media Analysis

ELA Standard 9 -10. SL. CC. 1 Initiate and participate effectively with varied partners in a range of collaborative discussions on appropriate 9 th 10 th grade topics, texts, and issues, building on others’ ideas and expressing one’s own clearly and persuasively.

Business Standard Introduction to Business and Marketing: Marketing Concepts: 21) Define advertising and list types of media that business use to reach potential customers. Analyze sample advertisements, describe the purpose of the ads, and evaluate the decision regarding which medium (TV, radio, social media, billboard, magazine, newspaper, or other) was chosen in terms of market reach.

Thursday Agenda Review Standards Define advertising List types of media that business use to reach potential customers Analyze considerations of why businesses choose different types of advertisements. Choose groups Discussion Discuss Friday Agenda

What is Advertising?

Define Advertising Google the activity or profession of producing advertisements for commercial products or services. Merriam-Webster the business of preparing advertisements for publication or broadcast

Advertisements Google a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy. Merriam-Webster a public notice especially : one published in the press or broadcast over the air

Our definition the activity or profession of producing a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy. The activity of producing a public announcement promoting a product, service, or event

Thursday Agenda Review Standards Define advertising List types of media that business use to reach potential customers Analyze considerations of why businesses choose different types of advertisements. Choose groups Discussion Discuss Friday Agenda

List types of media that business use to reach potential customers Newspapers Magazines Radio Television Commercial Infomercial ads Banner Ads Pop-Up Ads Webcast Billboard Transit Mail Direct Mail Junk Mail Directory Online Advertising Telemarketing Paid Advertising

Thursday Agenda Review Standards Define advertising List types of media that business use to reach potential customers Analyze considerations of why businesses choose different types of advertisements. Choose groups Discussion Discuss Friday Agenda

Analyze considerations of why businesses choose different types of advertisements. Newspapers Pros Credible and familiar. Especially good for targeting older markets 50 +. Good geographic targeting. Larger papers reach a large local audience. Reach flexibility Good demographic targeting based on interest; choose features or sections of interest to your target market and/or synergy with your brand. Immediate reach and short lead times. Reasonable creative flexibility. Good for offers. Cons Newspaper circulation is declining in most markets. Clutter. Lots of busy retail adverts and big adverts from big brands with big budgets. Difficult to target specific groups. Print publication demographics are rarely precise. Difficult to track results unless your advert is tied to a specific offer. Not great for people under 25. Costs can be high for larger adverts. Short shelf life.

Analyze considerations of why businesses choose different types of advertisements. Magazines Pros Tangible long lasting medium with good credibility. Easy to target readers by interest. Good psychographic & demographic targeting. A quality editorial environment with an engaged readership. High readership per unit due to long shelf life and targeted content. Excellent environment for quality creative and advertorial. Potential to create highly targeted messaging to fit editorial environment. Cons Long lead times require advance planning. Long shelf life makes time sensitive messages problematic. Expensive due to niche readership, although rate card is almost always open for negotiation. Often many magazines in each niche so hard to choose the right publication. Circulation figures may be artificially inflated by free copies distributed. Cluttered environment with many adverts, readers can tune out adverts. Very difficult to track response.

Analyze considerations of why businesses choose different types of advertisements. Radio Pros More affordable than TV for media buy and creative production. Usually well targeted demographics. Good listener loyalty and high amount of time spent listening. Very immediate. Good for promoting events. Stations often provide added value if you negotiate. Fairly flexible. Schedules can be altered on short notice. Cons Geo-targeting can be challenging. Audio only. No visuals and no time for much detail. Listeners are not actively engaged. Adverts get easily lost in the clutter. Four or five different ads are run one after another. People tend to tune out when commercials come on. Although cheaper than TV, radio can still be a substantial media buy and have high production costs Difficult to measure response. Declining audiences.

Analyze considerations of why businesses choose different types of advertisements. Network Television Pros High viewership and broad reach. Possibly still the highest reach medium. High impact. Demographic targeting is possible with opportunities to target by interest. Quality program environment (usually!). Strong creative medium. Combine sight, sound and motion for emotional impact and to educate. Good medium to reach children. Good credibility. TV is established and solid. Cons Expensive media buy. Expensive production. Declining ratings and decreasing audience. People can channel surf and skip commercials, or edit them out altogether. Poor geo-targeting, although using local channels can solve this to an extent. Difficult to measure response.

Analyze considerations of why businesses choose different types of advertisements. Cable Television Pros Less expensive media buy than network TV. Niche networks that target specific markets. Niche interest programming with demographic and psychographic targeting. Stronger geo-targeting than network TV. Viewer migration from Broadcast to Cable. Higher summer viewership than network TV. Strong creative platform, use sight, sound and movement to create emotional impact and educate. Opportunities to present your own show on smaller stations. Cons Expensive production. Clutter. Cable runs many more adverts than network TV. People can channel surf and skip commercials, or edit them out altogether. Lower more fragmented reach and lower rated programs than network TV. Not everyone has cable, and not all cable channels are carried by cable companies. Difficult to measure response

Analyze considerations of why businesses choose different types of advertisements. Direct Mail Pros Low cost per thousand. Good lists allow you to target people by location, personal interest, buying etc. Great for reinforcing existing relationships and rewarding customers. Unlimited message length and good creative canvas. Good for direct response and special offers. Cons Production and postal costs can be costly. Low response rate (a successful direct mail response rate is 2%-3%). Can devalue your brand, as it is considered intrusive junk mail by many, although tone and personalization play a large part in mitigating this. Can be thrown away unlooked at or unopened DM is only as good as your mailing list, so factor in the administrative time to maintain your mailing list.

Analyze considerations of why businesses choose different types of advertisements. Online Ads (Social Media, Banners, Pop-Ups, Paid Advertisements) Pros Tight budget controls with the ability to adjust budget and spend on the fly. Inexpensive production cost (no printing or postage) Pay per click means you pay only for results. Flexible. Your campaign can be rapidly updated or optimized based on results. Measureable. Track traffic to your site and online sales. Track your ROI accurately. Strong targeting capabilities, geo-target. Target by interest and by key words. Strong creative targeting. Target your ads to your audience by interest and location. Retarget people who have visited your site but not converted, with remarketing. Cons Limited creative space can constrain messaging and creative. Declining click through rates on web banners through advertising clutter. Targeting takes time and experimentation to find your audience, Requires continual maintenance. Ad-Blockers Annoying

Analyze considerations of why businesses choose different types of advertisements. Outdoor (Billboard; Transit; ) Pros Low cost per thousand. Good for geo-targeting and directional advertising. Broad reach and good awareness. 24/7 exposure. Large creative canvas. Potential for strong impact. Ideal for bold simple messages. Digital boards offer message flexibility and can be used for offers. Cons Prime locations expensive and in high demand. Short exposure time (6 -8 seconds) means message must be succinct. Difficult to verify impressions and reach. Difficult to measure response. No demographic targeting. Creative can be damaged or vandalized. Audience is disengaged

Thursday Agenda Review Standards Define advertising List types of media that business use to reach potential customers Analyze considerations of why businesses choose different types of advertisements. Choose groups Discussion Discuss Friday Agenda