Advertising

AdvertisingMarketing Co-Op

AdvertisingAny paid form of non-personal promotion of ideas, goods, or services by an identified sponsor

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

Types of AdvertisingPromotional Advertising the goal is to increase sales

Institutional Advertising the goal is to create a favorable image

Mass AdvertisingEnables companies to reach large numbers of people with their message

Ex: Television and Radio

MediaThe agencies, means, or instruments used to convey advertising messages to the publicFour categoriesPrint newspaper, magazine, direct mail, outdoor, transit Broadcast TV, radioOnline banner and pop-up adsSpecialty pencils, cups, lanyardsPrint MediaIncludes advertising in newspaper, magazine, direct mail, signs, and billboard

One of the oldest and most effective types of advertising

Newspaper AdvertisingIn 2004 there were 1,456 local daily newspapers in the USWhy they work..Usually offer a variety of options for size, location, and frequencyMakes it easy for companies to select what best suits their budget and advertising goalsNewspaper AdvertisingIt 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 ConsProsCheapest form of print advertisingReaches specific region (target market for local businesses)

ConsLimited shelf life (usually thrown away daily)Usually printed in black and white (not very visually appealing

Magazine AdvertisingCan be distributed locally, regionally, or nationally

Can be publishedweekly, monthly, or quarterly

EXAMPLESTime Magazine National weekly magazine

Southern Living Regional magazine

Vogue Magazine National monthly magazine

Brides Magazine National quarterly magazine

Magazine AdvertisingClassified as consumer or business to business Consumer read for personal pleasureex: TV guide, Sports Illustrated, Seventeen, Readers Digest Business to Business trade publications, interest professionals in a specific fieldex: Advertising Age, Womens Wear DailyMagazine AdvertisingProsCan reach a very targeted audience with little wasted circulationPeople tend to keep them for a long timeUsually gets passed on to others They are usually read much slowerAds are printed in color and are usually very eye catching

ConsCost is much higher than newspapersUsually deadlines are a month or two before publication (requires careful planning)Ads can not be time sensitive

Direct Mail (marketing)Highly focused form of advertisingPrinted mailed to homesElectronic sent through e-mail

Good way to keep CURRENT customers up to date on new products, services, and promotionsDirect Mail (marketing)Cost effective way to generate leads for personal sellingCan take many forms:NewsletterCatalogCouponSampleInvitation

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

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

Outside AdvertisingProsHighly visibleRelatively Inexpensive24-7 message Reaches large number of people

ConsLimited viewing timeInability to target a specific targetGovernment regulations on locationOnly changes every six months or longerTransit AdvertisingTaxisBusesTrainsPublic benches

Trash cansSubways/metrosAirportsBus stopsPublic benchesAdvertisements found on public transportation

Transit Advertising Reaches a wide, sometimes captive audienceEconomical/inexpensiveHas a defined target, usually geared toward urban areas

Online AdvertisingStill a small part of overall advertising, but is growing steadily as the internet becomes more and more influentialOnline sales in 2006 - $9.7 million

Online AdvertisingBanner Ads most popular form of online advertisingUsually rectangle, and found at the top, bottom or side of a web pageButton Ads similar to banner ads, but they are placed in strategic positions on the page

Online AdvertisingBanner AdButton AdOnline AdvertisingPop Up Advertisements TV-like spots that pop up between web pagesViewer must click on the ad to go to the website or close the window to resume surfingOnly 1% of people actually click on these kinds of ads

Pop Up AdvertisingPop Up AdSpecialty AdvertisingGiveawaysusually inexpensive novelty items that can be used by consumers that feature the companies name or logoPensCupsCalendarsHatsMagnets

Broadcast AdvertisingInvention of Lying Clip

ActivityGet the Orange TextbooksComplete the questions from Chapter 19.1Questions 1-3 on page 408Questions 2-6 on page 417