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Using Paid Advertising

Using Paid Advertising. What is advertising?. Paid “air time” on radio or television, or page space in newspapers or magazines. Broadcast advertising. Usually 10-, 20-, 30-, and 60-second spots. Production usually available. Print advertising. Ads measured in inches.

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Using Paid Advertising

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  1. Using Paid Advertising

  2. What is advertising? Paid “air time” on radio or television, or page space in newspapers or magazines.

  3. Broadcast advertising • Usually 10-, 20-, 30-, and 60-second spots. • Production usually available.

  4. Print advertising • Ads measured in inches. • Ad sizes are referred to in terms of the page layout.

  5. Other media • Outdoor advertising. • Bumper stickers. • Phone card advertising. • Ads in elevators, public restrooms, automated teller machines, etc. • Direct mail advertising.

  6. Why pay for ads? • To increase name recognition. • To reach the audience you want. • To have more control over the message. • To have control over when and how often your message is broadcast or printed. • To turn back claims or criticism of your opponents.

  7. When should you advertise? • Decide what you want to accomplish & if you can afford enough ads to do so? • Decide if you can you use it to respond to attacks or current events? • Decide if you can use it to make facts more interesting? • Decide if you can you use it to thank your supporters?

  8. How to advertise • Decide whether to work with an agency. • Decide on target audience. • Decide on the medium. • Come up with a budget. • Produce your ad. • Know and meet deadlines. • Follow up by tracking its appearance and trying to gauge its effectiveness.

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