3.02 advertising advertising. terms advertising: any paid, non- personal form of communication by an...
TRANSCRIPT
3.023.02
AdvertisingAdvertising
TermsTerms
Advertising: Any paid, non-Advertising: Any paid, non-personal form of communication personal form of communication by an identified sponsor by an identified sponsor Examples include: TV Examples include: TV commercials, magazine commercials, magazine advertisements, direct mail, and advertisements, direct mail, and the Internetthe Internet
Forms of AdvertisingForms of Advertising
Print: newspaper and magazinePrint: newspaper and magazine Broadcast: radio and televisionBroadcast: radio and television Direct mailDirect mail Out of HomeOut of Home SpecialtySpecialty Endorsement: approval by external Endorsement: approval by external
sourcesource Testimonial: statement by user of the Testimonial: statement by user of the
productproduct
Types of publication mediaTypes of publication media
NewspapersNewspapersMagazinesMagazinesFlyersFlyersBrochuresBrochures
Types of broadcast advertisingTypes of broadcast advertising
TelevisionTelevision Local broadcast affiliatesLocal broadcast affiliates
ABC/NBC/CBS/FOXABC/NBC/CBS/FOX Cable networksCable networks
ESPN/BET/CNN/FXESPN/BET/CNN/FXRadioRadio
Local radio stationsLocal radio stations Satellite radioSatellite radio
Types of direct-mail advertisingTypes of direct-mail advertising
LettersLettersBrochuresBrochuresCouponsCoupons
Types of Web AdvertisingTypes of Web Advertising
Banner adsBanner adsPop-up adsPop-up adsE-mailE-mail
Types of out-of-home mediaTypes of out-of-home media
Focuses on consumers “on the go”Focuses on consumers “on the go”BillboardsBillboardsStreet furnitureStreet furnitureTransitTransitAlternativeAlternative
Specialty advertisingSpecialty advertising
Include “everyday” items Include “everyday” items with a company name written with a company name written on themon themExamples include: calendars, Examples include: calendars, pens, magnets, and coffee pens, magnets, and coffee mugsmugs
Examples of "other media”Examples of "other media”
Examples include: blimps, Examples include: blimps, supermarket carts, hot air supermarket carts, hot air balloons, and in-theater balloons, and in-theater advertisementsadvertisements
Advantages of print advertisingAdvantages of print advertising
Newspapers: most common Newspapers: most common and the most cost effective and the most cost effective type of print media type of print media Most effective for local Most effective for local businesses that are trying to businesses that are trying to reach a specific geographical reach a specific geographical marketmarket
Limitations of print advertisingLimitations of print advertising
Material can be dated Material can be dated Long lead times till publicationLong lead times till publicationDecreasing readership of Decreasing readership of newspapersnewspapers
Advantages of broadcast advertisingAdvantages of broadcast advertising
Most effective form of advertisingMost effective form of advertisingUses sound, motion and emotionUses sound, motion and emotion
Limitations of broadcast advertisingLimitations of broadcast advertising
Very expensiveVery expensiveIncreasingly fragmented audiencesIncreasingly fragmented audiencesDVRsDVRs
Advantages of direct-mail advertisingAdvantages of direct-mail advertising
Able to target by geographic areaAble to target by geographic areaAble to target using database infoAble to target using database infoImpart necessary information to Impart necessary information to marketmarket
Limitations of direct-mail advertisingLimitations of direct-mail advertising
Low response rateLow response rateIncreasingly expensive to mailIncreasingly expensive to mail
Advantages of out-of-home mediaAdvantages of out-of-home media
Can be eye-catchingCan be eye-catchingAudience may have no option to avoid adAudience may have no option to avoid adAdditional medium for companies to reach Additional medium for companies to reach target markettarget market
Limitations of out-of-home mediaLimitations of out-of-home media
Difficult to measure effectivenessDifficult to measure effectivenessCan be limited by government Can be limited by government regulationregulationMessage can get lost in clutterMessage can get lost in clutterMay be hard to narrow message to May be hard to narrow message to target markettarget market
Expanding InternationallyExpanding Internationally
Adapt promotional messages for Adapt promotional messages for each marketeach market Tailor language/attire/gestures & Tailor language/attire/gestures &
advertisingadvertising Do not rely on literal translationsDo not rely on literal translations
Trends in advertising mediaTrends in advertising media
Interactive advertisingInteractive advertisingProduct placementProduct placementSocial networkingSocial networkingOnline advertisingOnline advertising