chapter 20 advertising media. advertising & its purpose advertising – any paid form of non-...
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Chapter 20
Advertising Media
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Advertising & Its Purpose
Advertising – any paid form of non-personal promotion which uses a set format in order to communicate with an audience and identifies a sponsor. Two types of Advertising:Promotional Institutional Advertising
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Promotional Advertising
Advertising designed to increase sales. It helps businesses by:Creating an interest in products. Introduces new productsExplains a productEtc…
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Institutional Advertising
Attempts to create a favorable impression and goodwill for a business or an organization. It does so by:Presenting information about the
company’s role in the community.Discussing Public IssuesEtc…
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Types of Media
Media: are the instruments used to convey messages. There are three general categories of advertising media:PrintBroadcast MediaSpecialty Media
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Print MediaPrint media includes everything from newspapers & magazines, direct mail, to signs and billboards.
Print ads. are done in the written form.
They are among the oldest and most effective types of advertising.
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Newspaper Advertising
Newspapers are a main form of print media for many businesses because over 55% of U.S. adults read the newspaper every day.National Papers: The Wall Street Journal,
USA Today etc..Local Papers: The Miami Herald, The Sun
Sentinal
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Advantages of Newspapers
Large Readership which covers a variety of areas targeting different markets.
Circulation is known therefore advertisers can use the newspaper to target certain markets.
Costs are low
Timely & Flexible
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Limitations of Newspapers
Wasted Circulation
Life is limited
Quality is poor
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Magazine Advertising
There are many different types of magazines:LocalRegionalNational
Weeklies, Monthlies, or Quarterlies
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Advantages of Magazine Advertising
Audiences are targeted because circulation is known.Magazines are read more slowly and thoroughly than newspapers so the information in the ad is likely to be remembered.Quality is goodMagazines have a long life.
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Disadvantages of Magazine Advertising
Not as timely as advertising in a newspaper.
More expensive than newspaper ads.
Since magazines can target a specific audience, they have less of a “mass appeal”
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Direct Mail
Is sent by the business directly to the prospective customers.Newsletters, catalogs, coupons, samplers,
invitations etc…
Direct Mail sells $80 billion in goods and services annually for local and national advertisers.
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Advantages of Direct Mail
Advertiser can be highly selective
Flexible and Timely
Incentives such as coupons can be used
There is a variety of formats to choose from.
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Disadvantages of Direct Mail
Low level of Response – usually 1% or less
Postage costs are rising, therefore making this media more expensive to use.
“Junk Mail”
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Outdoor Advertising
Billboards
Posters
Spectaculars
Their popularity is becoming restricted due to environmental and traffic concerns.
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Advantages & Disadvantages of
Outdoor AdvertisingAdvantages: Highly Visible Relatively inexpensive Message is being seen 24 hours a day Geographically positioned.
Disadvantages: Short Message Cannot target a specific market Must abide to government regulations.
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Transit Advertising
Transit Advertising uses public transportation facilities to bring advertising messages to people. It includes:Posters found inside commuter trainsExterior posters on the outside of trains and
buses.Station Posters located near or outside
subways, railroads, or in bus and airline terminals
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Advantages & Disadvantages of Transit Advertising
Advantages:Reaches a wide audienceEconomicalGeographically centered
Disadvantages:Usually unavailable in small townsSubject to DefacementRestricted to certain travel destinations.
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Broadcast Media
Radio - reaches 96% of all people 12 and over in any given week.Drive Time – best time to advertise.
Television – offers sight, sound, action, and color.Prime Time – best time to advertise. Infomercials – 30-minute commercials
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Adv. & Disadv. Of Radio
Advantages – Selective target market.FlexibleCan be “taken” everywhere.
Disadvantages – Short life spanSeveral stations compete for the same audience.Only listening skills are used.
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Adv. & Disad. Of T.V.
Advantages Creative People can see
things “happen” Reaches a mass-
audience Messages can be
adapted to specific holidays etc…
Disadvantages High Production
Costs Size of the audience
is not assured. Commercials can be
a nuisance.
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Media Costs
Newspaper Rates Classified AdsDisplay Ads
Cost Per Thousand – Cost of the Ad*1000/Circulation