Section 19.1
Advertising Media
Chapter 19
advertising
Section 19.2
Top 20 Most Watched Commercials
Advertising Media
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Explain the concept and purpose of advertising in the promotional mix.•
Identify the different types of advertising media.•
Discuss the planning and selection of media.S ec ti o n 1 9. 1
Advertising Media
•
advertising•
promotional advertising•
institutional advertising•
media•
print media•
transit advertising•
broadcast media•
Internet advertising•
podcast•
blogs•
specialty mediaAdvertising is an important element of
promotion. Businesses advertise to promote
their ideas, goods, and services.
You need to
know the different ways a business can use
advertising media to promote its image and
products.
Why It’s Important
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Advertising Media
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The average city dweller is exposed
to more than 3,000 advertising
Advertising Media and It’s Purpose
Advertising is everywhere!
S ec ti o n 1 9. 1 promotional advertising
Advertising designed to increase sales.
Promotional
Advertising
Institutional
Advertising
institutional advertising
Advertising designed to create a favorable image for a company and foster goodwill in the
marketplace.
advertising
A form of nonpersonal promotion in which companies pay to
Advantages
Allows large number of
people to see message
Costs per potential
customer are lower
than other forms
Content can be
controlled.
Repeat viewing
Disadvantages
Cannot focus on
individual needs
Can be too
expensive
Advertising Media
Getting Ready to Sell
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Mass advertising enables
companies to reach large
numbers of people with their
Advertising Media
Types of Media
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media
The agencies, means, or instruments used to convey messages to the public.
Advertising Media
Types of Media
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TYPE
EXAMPLE
NEWSPAPER
BROADCAST
TELEVISION
INTERNET
OPT-IN EMAIL
Is this outdated????
Advertising Expenditures
Newspapers Television Yellow Pages Radio
Advertising Media
Types of Media
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print media
-Advertising in newspapers, magazines, direct mail, signs, and billboards.
Print Media
Newspaper
Advertising
Magazine
Advertising
Direct-Mail
Advertising
Directory
Advertising
Outdoor
Advertising
Transit
Advertising
Newspaper Advertising
Daily or Weekly
Local, regional, or
national
Large readership
55% of adults read daily
Advertising can be
targeted
Magazine Advertising
Consumer or
business
Easy to target
audience
Read slower than
newspapers
Better print quality
Less timely
Direct Mail Advertising
Newsletters,
catalogs, coupons,
circulars
Controlled mailing
Wide choice of sizes
and formats
Low level of
response
Directory advertising
White pages
Yellow pages
Inexpensive
In most households
Used only when you
have a particular
Outdoor Advertising
Non standardized-signs
at a place of business
Standardized-placed on
highly traveled roads
with high visibility
Relatively inexpensive
Becoming more
Transit Advertising
Used on public
transportation
Reaches a wide
audience
Advertising Media
Types of Media
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Broadcast Media
Television Advertising
Radio Advertising
Companies can advertise nationally on network television or on local
television stations.
Radio advertisers can carefully target their audiences when they
select the station on which to broadcast their ads.
Television Advertising
Communicates with
sound, action, and color
30-60 seconds
Catch phrases/jingles
Highest production costs
Many people change
channel or leave room
when there is
Radio Advertising
Reaches 96% of
over 12 in a week
Drive to or from
work
Flexible
Mobile
Advertising Media
Types of Media
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Opt-In E-Mail Ads
Banner and Search Engine Ads
Rich-Media and Video Ads
Social-Media Advertising
Online Advertising
Advertising Media
Types of Media
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The form of advertising that uses either e-mail or the World Wide Web.
Online Advertising
podcast
Any brief digital broadcast that includes audio, images, and video delivered separately or in combination.
blog
Personal Web site where an individual shares thoughts, pictures, and comments with visitors.
•
Using any form of the web
•
Grew quickly
•
Opt-in email ads are the most effective
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Easy to keep track of viewers
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Overall selling effectiveness is low (0.3%)
Advertising Media
Types of Media
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specialty media
Relatively inexpensive useful items featuring an advertiser’s name or logo; also called giveaways or advertising specialties.
Books Calendars Magnets Pens
Specialty Media
Pencils Shirts Caps Bags
Advertising Media
Types of Media
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Digital Billboards
On-Screen Movie Theater Ads
Bathroom
Stalls iPods®
Other Advertising Media
Cell Phones Laptops Video Games Vlogs
Web Logs RSS News Feeds Twitter® Facebook®
Advertising Media
Media Planning and Selection
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Media Planning and Selection Tips
Accomplish a marketing objective
Use media-planning software
Use media-cost data
Use audience information
media planning
Advertising Media
Media Planning and Selection
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1. Can the medium present the product and the
appropriate business image?
2. Can the desired customers be targeted with the
medium?
Advertising Media
Determine which form of advertising would most likely be used by a small company with a limited budget.
Section 19.1
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Print advertising in the form of newspaper ads would likely be the best value for a small company with a limited budget. Through newspaper ads, the company could target local customers or those with interests that might connect them to the company.
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Advertising Media
Identify potential drawbacks with using the two types of broadcast media.
Section 19.1
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Drawbacks for television advertising include: high production costs, and viewers often change stations or leave the room during
commercials, or use devices that allow them to view commercial-free programming. Drawbacks for radio advertising include: goods or
services can only be described, not seen, and radio ads have a short life span.
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Advertising Media
Connect the practice of media planning to the concept of market segmentation.
Section 19.1
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Market segmentation–the process of classifying people who form a
given market into even smaller groups–is a part of media planning. The demographics and lifestyles of the target audience must be
considered during media planning.
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