Advertising Marketing CoOp Advertising Any paid form of

Advertising Marketing Co-Op

Advertising Any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor

Advertising is EVERYWHERE The average person is exposed to 2, 000 advertisements each week

Types of Advertising Promotional Advertising – the goal is to increase sales Institutional Advertising – the goal is to create a favorable image

Mass Advertising Enables companies to reach large numbers of people with their message Ex: Television and Radio

Media The agencies, means, or instruments used to convey advertising messages to the public Four categories Print – newspaper, magazine, direct mail, outdoor, transit Broadcast – TV, radio Online – banner and pop-up ads Specialty – pencils, cups, lanyards

Print Media Includes advertising in newspaper, magazine, direct mail, signs, and billboard One of the oldest and most effective types of advertising

Newspaper Advertising In 2004 there were 1, 456 local daily newspapers in the US Why they work…. . Usually offer a variety of options for size, location, and frequency Makes it easy for companies to select what best suits their budget and advertising goals

Newspaper Advertising It is estimated that 55% of adults in the US read a newspaper everyday Shoppers – offer very little editorial content, but are delivered free to residents who live in a specific area

Newspaper Pros and Cons Pros � Cheapest form of print advertising � Reaches specific region (target market for local businesses) Cons � Limited shelf life (usually thrown away daily) � Usually printed in black and white (not very visually appealing

Magazine Advertising Can be distributed locally, regionally, or nationally Can be published weekly, monthly, or quarterly

EXAMPLES Time Magazine – National weekly magazine Southern Living – Regional magazine Vogue Magazine – National monthly magazine Brides Magazine – National quarterly magazine

Magazine Advertising Classified as consumer or business to business Consumer – read for personal pleasure ex: TV guide, Sports Illustrated, Seventeen, Readers Digest Business to Business – trade publications, interest professionals in a specific field ex: Advertising Age, Women’s Wear Daily

Magazine Advertising Pros � Can reach a very targeted audience Cons � newspapers with little wasted circulation � People tend to keep them for a long Cost is much higher than � Usually deadlines are a month time or two before publication � Usually gets passed on to others (requires careful planning) � They are usually read much slower � Ads are printed in color and are usually very eye catching � Ads can not be time sensitive

Direct Mail (marketing) Highly focused form of advertising Printed – mailed to homes Electronic – sent through e-mail Good way to keep CURRENT customers up to date on new products, services, and promotions

Direct Mail (marketing) Cost effective way to generate leads for personal selling Can take many forms: q. Newsletter q. Catalog q. Coupon q. Sample q. Invitation

Outside Advertising Two Types Standardized –only come in standard sizes like billboards, posters and spectaculars Nonstandardized – signs companies put up in their place of business or in other local locations (custom made)

Outside Advertising �Spectaculars – out door signs that are purchased or rented from advertising companies that use lights and moving parts to attract attention

Outside Advertising Pros Cons � Highly � Limited visible � Relatively Inexpensive � 24 -7 message � Reaches large number of people viewing time � Inability to target a specific target � Government regulations on location � Only changes every six months or longer

Transit Advertising Advertisements found on public transportation �Taxis �Trash �Buses �Subways/metros �Trains �Airports �Public benches �Bus cans stops �Public benches

Transit Advertising � Reaches a wide, sometimes captive audience � Economical/inexpensive � Has a defined target, usually geared toward urban areas

Online Advertising �Still a small part of overall advertising, but is growing steadily as the internet becomes more and more influential • Online sales in 2006 - $9. 7 million

Online Advertising �Banner Ads – most popular form of online advertising • Usually rectangle, and found at the top, bottom or side of a web page �Button Ads – similar to banner ads, but they are placed in strategic positions on the page

Online Advertising Banner Ad Button Ad

Online Advertising �Pop Up Advertisements – TV-like spots that pop up between web pages • Viewer must click on the ad to go to the website or close the window to resume surfing �Only 1% of people actually click on these kinds of ads

Pop Up Advertising Pop Up Ad

Specialty Advertising Giveaways usually inexpensive novelty items that can be used by consumers that feature the companies name or logo • • • Pens Cups Calendars Hats Magnets

Broadcast Advertising Invention of Lying Clip

Activity �Get the Orange Textbooks �Complete the questions from Chapter 19. 1 • Questions 1 -3 on page 408 • Questions 2 -6 on page 417