Chapter

1. 14 Chapter Advertising: The Art of Attracting an Audience pp. 210-225

2. Learning Objectives After completing this chapter, you’ll be able to: • Identify the different types of media used to advertise products. • List advantages and disadvantages for each type of advertising medium. continued

3. Learning Objectives After completing this chapter, you’ll be able to: • Name factors in the cost of advertising.

4. Why It’s Important Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.

5. Key Words advertising mass media direct-mail advertising transit advertising infomercial webcast continued

6. Key Words cyber ads pop-up ads banner ads screen ads

7. Advertising Media Advertising is the paid, nonpersonal form of communication that businesses use to promote their products.

8. Advertising Media Mass media are means of communication such as TV, radio, and newspapers.

9. Advertising Media The type of medium an advertiser uses depends on the market it wants to reach.

10. Figure 14.1 CATCHY SLOGANS Advertising slogans have become so well known in many cases that people all over the country recognize them. Here are ten slogans from advertisements. How many of the products or services can you name?

11. Print Media Print media use writing and pictures to communicate.

12. Newspapers Newspapers are the main advertising medium in the United States. More than 50 percent of adults in the United States read newspapers.

13. Newspapers Advertisers can target people within a certain area. The cost of printing an ad is fairly cheap.

14. Newspapers Most people throw their newspapers away after they read them, so an ad’s lifespan is usually short.

15. Magazines Most magazines are national in scope and appear every week or every month.

16. Magazines Special-interest magazines like Teen and Sports Illustrated make it possible to reach target markets on a large scale.

17. Magazines People take their time to read magazines and often save them, so magazine ads have a much longer lifespan than newspaper ads.

18. Magazines Most magazines are printed in color with much higher quality ink and paper than newspapers.

19. Magazines Magazines are so broadly circulated they are of little use to local advertisers. Magazine ads can’t be easily changed or used to promote a limited offer.

20. Graphic Organizer Graphic Organizer Qualities of Newspaper and Magazine Advertising Newspaper Advertising Magazine Advertising Narrow Circulation Broad circulation Regional/national reach Local/regional reach Long lifespan Short lifespan Complex preparation Easy preparation Basic printing and paper Quality printing and paper Inexpensive Expensive

21. Direct-Mail Advertising Direct-mail advertising consists of ads sent by mail to people’s homes. It is the biggest advertising medium after TV and newspapers.

22. Direct-Mail Advertising Direct mail allows advertisers to reach a specific target market.

23. Direct-Mail Advertising Direct-mail advertisers can use a variety of formats—letters, fliers, postcards, and catalogs—and include coupons or free samples.

24. Direct-Mail Advertising The cost of sending ads through the mail can be very high. Direct mail is often referred to as “junk mail” because people who receive direct-mail advertising often throw it out without ever looking at it.

25. Directory Advertising Directory advertising, which consists mostly of phone books, is especially useful for local advertisers. The cost of a directory ad is usually very cheap.

26. Directory Advertising Phone books are used in almost every home, in all areas, and kept for at least a year.

27. Directory Advertising A disadvantage of directory ads is that they have to compete with numerous similar ads. Most directory ads can’t be used to advertise prices and sales, and can’t be easily updated.

28. Outdoor Advertising The most common form of outdoor advertising is a billboard. They are useful for local businesses and businesses that cater to travelers.

29. Outdoor Advertising The main disadvantage of billboards is that people often drive by them too quickly to notice.

30. Transit Advertising Transit advertising usually consists of posters placed on the sides of buses, in subway stations, inside trains, and at airports.

31. Broadcast Media Broadcast media are the most effective means of advertising.

32. Television Television has an advantage over any other medium because it combines sounds, images, and motion. Some ads are so effective that they become part of our everyday language.

33. Television TV ads can be shown on national, local, or cable stations to reach any kind of market.

34. Television An infomercial is a TV program, usually 30 minutes long, made to advertise a product.

35. Television The biggest disadvantage of TV ads is that they can be very expensive to produce. Advertisers also have to pay to broadcast an ad during a TV show.

36. Radio Like TV ads, radio ads can reach a very wide audience. Radio ads use music, dialogue, and sound effects creatively to get an audience’s attention.

37. Radio Radio stations broadcast within certain areas so they are a good medium for local advertising. Advertisers can reach people on the move.

38. Webcasting A webcast is like a TV or radio broadcast but it is sent and received over the Web.

39. Webcasting A webcast usually consists of a live broadcast made by a Web camera (or “cam”) crew hired to film a specific location or event.

40. Cyber Ads Cyber ads are ads that appear on the Internet. Cyber ads are different from webcasts in that they’re displayed like magazine ads.

41. Cyber Ads Pop-up ads appear for a few seconds when you first log onto the Internet or when you click on a site.

42. Cyber Ads Banner ads are displayed across the top or bottom of the screen and remain there.

43. Cyber Ads Screen ads appear at the left or right of the screen and can be printed for future reference.

44. Cyber Ads Cyber ads can be sent directly to people on mailing lists and can include order forms like direct-mail ads.

45. Cyber Ads Cyber ads have an added advantage in that they can use sound effects and animation.

46. Fast Review • What are some of the differences between newspaper and magazine ads? • What are some disadvantages of outdoor ads such as billboards? continued

47. Fast Review • Name places where you would see transit ads. • What are some advantages of advertising on the radio rather than on TV? continued

48. Fast Review • What are the three biggest media for advertisers? • What advantages do print media and cyber ads share?

49. Advertising Rates The factors that determine advertising rates are: • The size of an ad • The number of people it reaches • How often it appears • When it appears • Where it is placed

50. Figure 14.2 BIG SPENDERS This chart shows the five companies who spent the largest sums of money on advertising in a recent year. General Motors Corporation, for example, spent about $2.9 billion on advertising. Think about the advertisements for these five companies. In what media have you seen their advertisements? Why do you think their spending for advertisements is so extensive?