Using Paid Advertising Copyright 2014 by The University
Using Paid Advertising Copyright © 2014 by The University of Kansas
What is advertising? Paid "air time" on radio or television, or page space in newspapers or magazines. Copyright © 2014 by The University of Kansas
Types of Advertising • Broadcast advertising • Usually 10 -, 20 -, 30 -, and 60 -second spots • Production usually available • Print advertising • Ads measured in inches • Ad sizes are referred to in terms of the page layout Copyright © 2014 by The University of Kansas
Other media Outdoor advertising Bumper stickers Phone card advertising Ads in elevators, public restrooms, automated teller machines, etc. • Direct mail advertising • • Copyright © 2014 by The University of Kansas
Why pay for ads? To increase name recognition To reach the audience you want To have more control over the message To have control over when and how often your message is broadcast or printed • To turn back claims or criticism of your opponents • • Copyright © 2014 by The University of Kansas
When should you advertise? • What you want to accomplish & can you afford enough ads to do so? • Can you use it to respond to attacks or current events? • Can you use it to make facts more interesting? • Can you use it to thank your supporters? Copyright © 2014 by The University of Kansas
How to advertise • • Decide whether to work with an agency Decide on target audience Decide on the medium Come up with a budget Produce your ad Know and meet deadlines Follow up by tracking its appearance and trying to gauge its effectiveness Copyright © 2014 by The University of Kansas
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