Advertising

1. Advertising Chapter 19

2. Advertising Slogans - Quiz • Challenge everything • Do you have the bunny inside? • We bring good things to life. • Play More • Where do you want to go today? • Can you hear me now? Good. • So easy a caveman can do it. • Are you in good hands? • Impossible is nothing. • Just do it • Betcha can't eat just one • It's the real thing • The Choice of a New Generation • Kid tested. Mother approved. • Not going anywhere for a while? Grab a __________

3. Advertising Slogan Quiz • Challenge everything • EA Games • Do you have the bunny inside? • Energizer Max, since 2000s • We bring good things to life. • GE (General Electric till 2002) • Play More • Xbox 360 • Where do you want to go today? • Microsoft, 1996 • Can you hear me now? Good. • Verizon • So easy a caveman can do it. • GEICO • Are you in good hands? • Allstate

4. Advertising Slogan Quiz • Impossible is nothing. • Adidas • Just do it • Nike, Inc. (foot wear), • Betcha can't eat just one • Lay'spotato chips • It's the real thing • Coca-Cola • The Choice of a New Generation • Pepsi • Kid tested. Mother approved. • Kix • Not going anywhere for a while? Grab a Snickers.

5. Ch 19 Sec 1 – Advertising Media • The concept and purpose of advertising • The different types of advertising media What you’ll learn . . .

6. Advertising and Its Purpose • Advertising is any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor • Advertising is everywhere!

7. Two main types of advertising • Promotional advertising • Introduces new products and businesses • Encourages an interest in products • Explains product and service features • Institutional advertising • Attempts to create a favorable impression and goodwill for a business or an organization.

8. Types of Media • Print Media • Broadcast Media • Online Advertising • Specialty Media Media are the agencies, means, or instruments used to convey advertising messages to the public.

9. Print Media Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards. They are among the oldest and mosteffective types of advertising.

10. Newspaper Advertising • Local (San Jose Mercury News, Hollister Free Lance, Pinnacle) or National (USA Today) • Daily or weekly • Shopper • Little editorial content • Delivered free

11. Newspaper Advertising • Advantages • Large readership and a high level of reader involvement • Advertisers can target certain people • The cost is relatively low • Ads are timely • Disadvantages • Wasted circulation • Short life • Black and white (although many papers are changing to color format)

12. Magazine Advertising • Classified as • Local, regional, or national • Weeklies, monthlies, and quarterlies • Consumer or business (trade)

13. Magazine Advertising • Advantages • Can target audiences • Longer life span • Print quality is good • People keep magazines longer than newspapers • Offer a variety of presentation formats • Disadvantages • Less mass appeal within a geographical area • More expensive • Deadlines make them less timely

14. Direct-Mail Advertising • Sent by businesses directly through the mail • Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters. • Mailing lists are assembled from current customer records or they may be purchased.

15. Direct-Mail Advertising • Advantages • Can be highly selective • Controlled timing • Can be used to actually make the sale • Disadvantages • Low response level • People think of it as “junk mail” • Dated lists • Cost is high

16. Directory Advertising • An alphabetical listing of households and businesses. • The best known are telephone directories.

17. Directory Advertising • Advantages • Relatively inexpensive • Can be used with all demographic groups • Are found in 98% of American households • Usually kept for at least a year • Disadvantage • Only printed once a year • Some service business’ are used infrequently; therefore, directory advertising must be combined with another type.

18. Outdoor Advertising • Standardized signs are available to local, regional, or national advertisers. • Purchased from outdoor advertising companies in standard sizes • Are placed in highly traveled roads, and freeways where there is high visibility. • Posters – pre-printed sheets put up like wallpaper on outdoor billboards. • Painted bulletins – painted billboards that are changed about every six months to a year. • Spectaculars – use lights or moving parts and are in high traffic areas.

19. A billboard gets right to the point

20. Which type of outdoor advertising is this?

22. Outdoor Advertising • Advantages • Highly visible and relatively inexpensive • 24-hour a day message and located to reach specific target markets • Disadvantages • Becoming more restricted – increasingly regulated • Limited viewing time

23. Transit Advertising • Uses public transportation facilities • Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals

24. Transit Advertising • Advantages • Reaches a wide captive audience • Economical • Defined market • Disadvantages • Not available in smaller towns and cities • Subject to defacement

25. Broadcast Media • Includes radio and television • The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime

27. Television Advertising • Communicates with sound, action, and color. • Prime time is between 8 and 11 p.m. • Is appealing to large companies with widespread distribution.

28. Institutional TV Commercials

29. Television Advertising • Advantages • Can be directed to an audience with a specific interest • Message can be adapted to take advantages of holidays and special events • Disadvantages • Highest production cost of any media type • High dollar cost for the time used • Actual audience size is not assured – people leave the room or channel surf – effect of TIVO

30. Radio Advertising Radio • Radio reaches 96 % of people over 12 yrs which makes it very effective • Best times are “drive times” – morning and late afternoon/early evening

31. Radio Advertising • Advantages • Can select an audience, such as teens by choosing the right station • More flexible than print – messages can be easily changed • It’s a mobile medium – can be taken just about anywhere • Disadvantages • Short life span – when broadcast, it is over • Lack of visual involvement

32. Online Advertising • Placing advertising messages on the Internet • Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

33. Specialty Media • Relatively inexpensive, useful items with an advertisers name printed on them • Given away with no obligation attached • Calendars, magnets, pens, pencils, memo pads, and key chains

34. Other Advertising Media • Businesses are constantly creating innovative means of transmitting their messages • Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc.

35. Advertising Chapter 19.2

36. Chapter 19 Transition • Get your Marketing Workbook • Complete Page 167 – 168 • Use a new Excel workbook • Copy data and follow directions to create pie chart • Save to your folder as:Marketing-WB-167-filastname • Get out your Chapter 19 Note-Guides • Prepare to finish Chapter 19 Notes • Chapter 19 Class Work

37. Creative Billboards

38. Media Planning and Selection • The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective. • To establish the media plan, advertisers should ask three basic questions: • Can the medium present the product and the appropriate business image? • Can the desired customers be targeted with the medium? • Will the medium get the desired response rate?

39. Media Measurement To understand media measurement, you need to become familiar with several key terms: The number of homes or people exposed to an ad is called the audience A single exposure to an advertising message is called an impression Frequencyis the number of times an audience sees or hears an advertisement. Marketing Essentials Chapter 19, Section 19.2

40. Media Measurement Cost per thousand (CPM)is the media cost of exposing 1,000 people to an advertising impression. It is the tool used to compare the effectiveness of different types of media. Marketing Essentials Chapter 19, Section 19.2

41. Media Measurement Readership of print media is measured by surveys or estimated by circulation. The TV audience is measured with diaries or meter data collected by Nielsen Media Research. Numbers of radio listeners are tracked by the Arbitron Company using listening diaries. Online audiences are measured with surveys and computer software tracking systems. Marketing Essentials Chapter 19, Section 19.2

42. Media Rates Advertising uses a set format that is defined in terms of time (broadcast media) or space (print or online media). Media costs vary greatly, not just with type of media but also with geographical location and audience. Marketing Essentials Chapter 19, Section 19.2

43. Newspaper Rates Newspaper rates are divided into two categories, depending on whether the ad is a classified ad or a display ad. Classified ads: Effective for selling, paid by the word or line Display ads: General commercial ads, paid by the space used Marketing Essentials Chapter 19, Section 19.2

44. Magazine Rates Magazine rates are based on: Circulation Type of readership Production techniques Marketing Essentials Chapter 19, Section 19.2

45. Magazine Rates There are different magazine rates, including: Bleed: Half- or full-page ads printed all the way to the edge of the page Black-and-white versus color printing Premium position: Placement on the back cover or on the first page Discount: Price cuts based on frequency of advertising or early payment for the ad. Marketing Essentials Chapter 19, Section 19.2

46. Online Rates Online advertising rates are based upon the type of format the customer desires, Such as banner, button, and pop-up. They are also set on a CPM rate of page views. Marketing Essentials Chapter 19, Section 19.2

47. Radio Rates Costs of radio advertising vary according to: Where the ad will air What time of day the commercial will be broadcast Length of the ad Ads can air on network radio (a national broadcast), national spot radio (airing in certain areas only), or local radio. Radio ad rates are highest during the morning and late afternoon, also called drive times. Marketing Essentials Chapter 19, Section 19.2

48. Television Rates Like radio, TV rates depend on where the commercial will air, what time of day, and the ad’s length. Prime time (8 P.M. to 11 P.M.) is the most expensive time to advertise on television. Marketing Essentials Chapter 19, Section 19.2

49. Promotional Budget The promotional budget considers the cost for developing and placing or airing advertising, and the cost of related staffing. Four common promotional budgeting methods are: Percentage of sales All you can afford Following the competition Objective and task Marketing Essentials Chapter 19, Section 19.2

50. In the percentage of sales method, the budget is decided based on a percentage of past or anticipated sales The most common method Promotional Budget