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Advertising

Advertising. Print, radio, tv. You ’ ve Built It. How Will They Come? An overview of traditional advertising for small and new businesses . Today ’ s Outline. Advertising & PR working together Fundamentals Creative Media Best for your business Building a plan.

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Advertising

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  1. Advertising Print, radio, tv

  2. You’ve Built It. How Will They Come?An overview of traditional advertisingfor small and new businesses

  3. Today’s Outline Advertising & PR working together Fundamentals Creative Media Best for your business Building a plan

  4. Advertising and Public Relations Same Awareness Motivate Different Advertiser in control Media in control Complimentary 1 +1 = 3

  5. Fundamentals Set realistic goals Meet customer’s needs Be simple & direct Quality counts Advertise where your customers are looking Repeat your message

  6. Clarity Counts • What is this company? • What do they do? • What do they want you to do? • Who are they talking to?

  7. Send the Right Message • Who is your customer? • What problem do you solve? • How does this benefit them emotionally? • Practical considerations

  8. More Clarity What is being advertised? Who are they talking to? What is their emotional hook? What are the practical details?

  9. Fundamentals of Strong Creative One message Reflects your brand & values Talks directly to your target Tells your target what they need to know Visually/audio pleasing Maximizes the medium

  10. Media Considerations

  11. Media Rules It is better to spend nothing than not spend enough Dominate rather than diversify Stay committed Be targeted Focus on your media goals

  12. Television Combines sight & sound Reaches many people Flexible: brand, awareness, promotion Complex buying process Works for consumer & B2B 12 weeks+ production lead time

  13. Radio Theatre of the Mind Immediate and action-oriented Multiple stations for wide audience net Market-wide geography Local cross-promotions 3 – 4 weeks production time

  14. Newspaper Informational, “news-y” Awareness, promotion Easy to clutter, variety of sizes Geo-target Dailies & weeklies 3-4 weeks production

  15. Magazine Glossy, crisp, visually engaging, informative, entertaining Good for brand and awareness Consumer & B2B National, Local, Interest specific 10-12 weeks production time, due at the magazine 6-8 weeks before publication

  16. Outdoor & Transit High impact awareness builders. Stays up 4+ wks Must be understandable in 8 seconds or less Geo-targeting 10-12+ weeks production, due at printer 6-8 weeks before posting

  17. BUILDING A PLAN

  18. What to Buy Target’s Media Competition Research Pixie Dust

  19. How to Buy: TV & Radio Measured & sold by GRPs (gross rating points) 1 rating point = 1% of the audience seeing the ad 1X Points are a measure of reach and frequency. 100 GRPs = either 100% of your audience seeing the ad 1X OR 1% of your audience seeing it 100 times. (or most likely some variation of the above) Frequency 3X or more. R/F build over time. Pricing changes by day, daypart, program Diversify stations, programs and dayparts to catch more people at more times

  20. How to Buy: Newspaper & Magazine Measured by CPM – cost per thousand impressions Prices are a calculated as ad size X CPM. There are frequency discounts Buy enough to get noticed. “Page dominant” Frequency 3X or more. The more you buy, the nicer they are to you in editorial (magazines and trade pubs)

  21. How to Buy: Outdoor Measured by the showing – like a GRPs 100 showing is 100% of the audience sees it 1 time Most people travel the same routes every day. Generally need mutiple boards/buses/trains to reach an adequate showing Bought by the month. Sometimes messages stay up longer if there is no replacement

  22. San Francisco Est Media Costs

  23. Estimated Production Costs

  24. CLASS EXAMPLE

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