Chapter 19 Advertising Media Advertising Section 19 1

Chapter 19 Advertising Media Advertising Section 19. 1 Advertising Media

Advertising Media Key Terms promotional advertising institutional advertising media print media transit advertising broadcast media online advertising specialty media planning Objectives Explain the concept and purpose of advertising in the promotional mix Explain the different types of advertising media Discuss the planning and selection of media Advertising and Its Purpose In advertising, advertisers control the message, where it will be seen or heard, and how often it will be repeated. Marketing Essentials Chapter 19, Section 19. 1

promotional advertising Advertising designed to increase sales. Promotional and Institutional Advertising There are two main types of advertising: • Promotional • Institutional Promotional advertising is when the goal is to increase sales. It can: • Introduce a new business • Change a company image • Promote a product • Encourage the use of a particular service Marketing Essentials Chapter 19, Section 19. 1

Promotional Advertising

institutional advertising The process used to try to create a favorable image for a company and foster goodwill in the marketplace. Promotional and Institutional Advertising Institutional advertising X tries to create a favorable image for a company and foster goodwill in the marketplace. Connecting a company’s name to a worthy cause makes a favorable impression on its customers. Marketing Essentials Chapter 19, Section 19. 1

Mass Advertising Versus Targeted Advertising Mass advertising enables companies to reach large numbers of people with their messages. Advertisers can also carefully target their messages to select audiences in a process known as targeted advertising. Mass marketinguses a single approach or marketing plan to reach all of its customers. Marketing Essentials Chapter 19, Section 19. 1

Cooperative Advertising You may be able to save on your promotional budget by arranging for cooperative advertising an arrangement in which advertising costs are divided between two or more parties Marketing Essentials Chapter 19, Section 19. 1

Types of Media media The agencies, means, or instruments used to convey advertising messages to the public. Media X are the agencies, means, or instruments used to convey advertising messages to the public. The four general categories are: • Print • Broadcast • Online • Specialty Marketing Essentials Chapter 19, Section 19. 1

print media Newspapers, magazines, directory, signs, and billboards used in advertising. Print Media Print media. X includes: • Newspapers • Magazines • Directory • Signs • Billboards Marketing Essentials Chapter 19, Section 19. 1

Print Media Newspaper shoppersare local papers that contain little editorial content but are delivered free to local residents. ADVANTAGES DISADVANTAGES • high circulation • can be less appealingdue to • options for ad placement size, the b/w and frequency. • response from coupons can be dated & easily tracked • inexpensive Marketing Essentials Chapter 19, Section 19. 1

Print Media Magazines ADVANTAGES DISADVANTAGES • generally have longer life span • realistic, appealing due to quality • expensive • must be submitted weeks (or even months) before publication

Print Media The two types of direct marketingare: • Printeddirect mail sent to a home or business • Electronicdirect mail sent to an e-mail address Printed direct-mail advertising can take many forms, such as: • Newsletters • Catalogs • Coupons • Samplers Direct mail yields a low level of response, and poorly planned campaigns often yield less than a one-half percent response. It also has a negative “junk mail” image. The cost of printed direct-mail advertising can be high. • Invitations Marketing Essentials Chapter 19, Section 19. 1

Print Media is one of the oldest and most effective forms of advertising. Directory Advertising ADVANTAGES DISADVANTAGES • inexpensive • advertisers • telephone cannot adjust directories found their information, in 98% of all offers, or homes & kept for message until a at least a year. new directory is distributed. Marketing Essentials Chapter 19, Section 19. 1

Online Advertising A banner adis a form of advertising on the Internet. This entails embedding an advertisement into a web page. It is intended to attract trafficto a website by linking them to the web site of the advertiser. The banner often uses animation or sound to maximize presence. Pop-up Ads Banner Ads Pop-up adsare a form of online advertising intended to increase web traffic or capture email addresses. It works when certain web sites open a new web browser window to display advertisements.

Online Advertising Other forms of online advertising include: • Video ads • Social media • Podcasts • Blogs

Specialty Media specialty media Relatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties. ADVANTAGES DISADVANTAGES • relatively inexpensive • if the items are useful and practical, they may be seen often. • distribution of the items is usually limited; may be given to people who would never consider patronizing the business Marketing Essentials Chapter 19, Section 19. 1

Other Advertising Media Other innovative means of transmitting messages to potential customers include: • Sports arena billboards • Ads in movie theaters and home video rentals • Ads on hot air balloons blimps • Skywriting Marketing Essentials Chapter 19, Section 19. 1 and

Media Planning and Selection media planning The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective. Media planning. X is the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective. To establish the media plan, advertisers address three basic questions: • Can the medium present the product and the appropriate business image? • Can the desired customers be targeted with the medium? • Will the medium get the desired response rate? Marketing Essentials Chapter 19, Section 19. 1

Review Questions 1. What are two types of advertising? 2. What are four different types of print media? 3. What is mass marketing? 4. What is cooperative advertising? 5. What is media planning?

Lesson Extension Activity 1) Choose a partner to work with & select a print advertisement from the ones provided. 2) Analyze the ad and record your reaction to the following: a) What form of advertising is it? Promotional advertising Institutional advertising Mass marketing Cooperative advertising b) Who do you think the ad is targeted to? c) What indicators helped you form an opinion of the target audience? d) What magazine would you guess this ad would appear in?