Using Paid Advertising What is advertising Paid air

  • Slides: 8
Download presentation
Using Paid Advertising

Using Paid Advertising

What is advertising? Paid “air time” on radio or television, or page space in

What is advertising? Paid “air time” on radio or television, or page space in newspapers or magazines.

Broadcast advertising • Usually 10 -, 20 -, 30 -, and 60 -second spots

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

Print advertising • Ads measured in inches • Ad sizes are referred to in terms of the page layout

Other media Outdoor advertising Bumper stickers Phone card advertising Ads in elevators, public restrooms,

Other media Outdoor advertising Bumper stickers Phone card advertising Ads in elevators, public restrooms, automated teller machines, etc. • Direct mail advertising • •

Why pay for ads? To increase name recognition To reach the audience you want

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 • •

When should you advertise? • Decide what you want to accomplish & if you

When should you advertise? • Decide what you want to accomplish & if you can afford enough ads to do so? • Decide if you can you use it to respond to attacks or current events? • Decide if you can use it to make facts more interesting? • Decide if you can you use it to thank your supporters?

How to advertise 1. 2. 3. 4. 5. 6. 7. Decide whether to work

How to advertise 1. 2. 3. 4. 5. 6. 7. 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