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Promotion

VIEWS: 14 PAGES: 41

									Promotion


Advertising Media



                 “Get Into Entrepreneurship”
              Memory Reed         Harris Co. High
                        School 2007
How Many Ads to You See Each
Week?
                                 The average person is
                                  exposed to
                                  approximately 2000
                                  ads each week. Do
                                  you see that many or
                                  more?



             “Get Into Entrepreneurship”
          Memory Reed         Harris Co. High
                    School 2007
What is advertising?
 Advertising is any paid form of non-
  personal presentation and promotion of
  ideas, goods or services by an identified
  sponsor.
  • The time or space devoted to it is paid for
  • It uses a set format to carry the message
    rather than personal, one-on-one selling
  • It identifies the sponsor of the message
                    “Get Into Entrepreneurship”
                 Memory Reed         Harris Co. High
                           School 2007
How does advertising use a set
format?
 Advertisements are measured by time or
 space
  • A radio spot is usually 30 seconds long (time)
  • A newspaper ad can be 1/4 page (space)




                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
The Main Purpose of Advertising
 To sell products or ideas by presenting its
  message so well that the customer will buy
  the product or accept the idea presented.




                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Promotional Advertising
 Promotional advertising is advertising that
  is designed to increase sales by
  •   creating an interest in products
  •   introducing new products and businesses
  •   explaining a product
  •   supporting personal selling efforts
  •   creating new markets
                    “Get Into Entrepreneurship”
                 Memory Reed         Harris Co. High
                           School 2007
Institutional Advertising
 Institutional advertising attempts to create
  a favorable impression (image) and
  goodwill for a business or an organization
  • Purpose is to develop a positive image by
    presenting information about a company’s role
    in the community, important public issues and
    topics of general interest.

                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Media
 Media are the agencies, means or
 instruments used to convey messages




                 “Get Into Entrepreneurship”
              Memory Reed         Harris Co. High
                        School 2007
Three Categories of Advertising
Media
 Print media
 Broadcast media
 Specialty media




                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Print Media
 Print media can include any of the
  following:
  •   Newspapers
  •   Direct Mail
  •   Magazine
  •   Outdoor Advertising
  •   Directory Advertising
  •   Transit Advertising
                     “Get Into Entrepreneurship”
                  Memory Reed         Harris Co. High
                            School 2007
Why is Newspaper Advertising
Important?
 Approximately 55% of adults read the
  newspaper everyday

 Do you read the newspaper?
 Do your parents or guardians read the
  newspaper?

                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
National, State and Local
 U.S.A. Today
 The Wall Street Journal
 The New York Times
 The Atlanta Journal/Constitution
 The LaGrange Daily News
 The Columbus Ledger/Enquirer
 The Harris County Journal
                    “Get Into Entrepreneurship”
                 Memory Reed         Harris Co. High
                           School 2007
What is a shopper?
 Someone who likes to shop?
 A community newspaper that contains no
  editorial content and is delivered free to
  persons who live in certain areas (full of
  ads)
 The LaGrange Shopper
 The Thrifty Nickel
                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Advantages & Disadvantages of
Newspaper Advertising
 Large readership
 Known circulation (easy to target)
 Low cost
 Timely and flexible
  • Wasted circulation
  • Disposable (short lifespan)
  • Poor quality advertising
                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Magazine Classifications
 Local
 Regional
 National weeklies
 Monthlies
 Quarterlies



                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Consumer Vs. Business
 Consumer magazines are read for personal
 pleasure or interest
  • Reader’s Digest, Vogue, Sports Illustrated
  • Business magazines appeal to people with
    general interest in business or a particular
    field within business
     – Business Week, Inc., Forbes, Marketing News


                    “Get Into Entrepreneurship”
                 Memory Reed         Harris Co. High
                           School 2007
Advantages & Disadvantages of
Magazine Advertising
 Easy to target your market
 Read slowly and thoroughly
 Good print quality
 Longer life span because they are kept an
  extended period of time
  • Less mass appeal within a geographic area
  • More expensive than newspapers
  • Not timely or flexible (long lead times)
                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Direct Mail Advertising
(Junk Mail)
 Advertising that is sent directly to
  prospective customers through the mail
 More than $80 billion in goods and
  services sold annually through direct mail
 Have you ever bought anything through
  direct mail advertising?
 What do you do with it when you get it?
                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Advantages & Disadvantages of
Direct Mail Advertising
 Advertiser can be highly selective
 Flexible and secretive
 Wide choice of formats
 Can use coupons or other incentives
 Can directly make the sale
  • Low level of response (-1%)
  • High costs
  • Poor image (junk mail) often not read
                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
Outdoor Advertising
 Non-standardized outdoor signs are used
  by local firms at their place of business or
  in other locations throughout the
  community.
 Standardized outdoor signs are available to
  local, regional or national advertisers.

                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Three types of standardized
outdoor signs
 Posters - Preprinted sheets put up like
  wallpaper on outdoor billboards
  (McDonalds)
 Painted bulletins - Painted billboards that
  are changed every 6 months to a year
 Spectaculars - outdoor signs using lights,
  moving parts and are situated in high
  traffic areas or cities (Chick-Fil-A)
                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Advantages and Disadvantages
of Outdoor Advertising
 Highly visible
 Relatively inexpensive
 Permits easy repetition of message
 Can be geographically tailored for target
  market
  • Short message due to limited viewing time
  • Unknown audience
  • Government regulations
                 “Get Into Entrepreneurship”
                Memory Reed      Harris Co. High
                         School 2007
Directory Advertising
 Alphabetical listing of businesses
  •   Relatively inexpensive
  •   Found in 98% of households - all demographics
  •   Kept for at least a year - not thrown away
  •   Very inflexible due to being printed yearly
  •   Wasted advertising (to non-target market)


                     “Get Into Entrepreneurship”
                  Memory Reed         Harris Co. High
Transit Advertising
 Using public facilities to advertise - such
  as subways, on buses and taxis, in stations
 Reaches a wide and captive audience
 Economical
 Defined market (usually urban)
  • Unavailable in smaller towns
  • Subject to defacement
  • Restricted to certain travel destinations
                   “Get Into Entrepreneurship”
                Memory Reed      Harris Co. High
                         School 2007
Broadcast Media
 Radio - 6+ years listening to the radio
 Television - 10+ years watching television
  in 70 years




                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Radio Advertising
 96% of people over 12 are reached by radio
 Prime time is morning and afternoon drive
  times - advertisers guaranteed
  concentrated audience
 Ads are available in 15, 30 or 60 second
  time slots

                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Advantages and Disadvantages
of Radio Advertising
 Select an audience -                 Short life span
  target their market                  Sometimes many
 Flexible - can change                 stations - have to
  quickly and easily                    decide which to use or
 Mobile (can be taken                  use them all (more
  anywhere - shopping,                  expensive)
  jogging, hiking or                   Distractions - no
  driving)                              visual involvement

                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Television Advertising
 The ultimate  advertising medium because
  it can communicate with sound, action and
  color
 Prime time is 7 p.m. - 11 p.m.
 Infomercials - 30 minute commercials
  (Sham WOW!)

                    “Get Into Entrepreneurship”
                 Memory Reed         Harris Co. High
                           School 2007
Advantages & Disadvantages of
Television Advertising
 All elements for                    Expensive - the
  creative message                        highest production
 Believability                           costs - too high for
 More personal &
                                          small businesses
  effective                           Audience size is not

 Can reach the masses
                                          assured
  or target specific                  Nuisance - channel
  interests                               surfing - leave during
 Adaptable to special
                                          commercials
  needs              “Get Into Entrepreneurship”
                  Memory Reed         Harris Co. High
Advertising in U.S. Schools
   Some oppose Channel One because they believe the
    station misuses valuable educational time. Others are
    offended by commercialization of the school environment
   Advertisers hope students will become more aware of and
    ultimately buy their products. Disadvantages include the
    perception that the advertisers are forcing students to
    watch TV advertising or use a particular product
   College recruiters, yearbook ads, candy sale posters
   Some people may see advertising in schools as forcing
    products on a captive audience or may perceive
    businesses as taking advantage of schools
                        “Get Into Entrepreneurship”
                     Memory Reed         Harris Co. High
                               School 2007
Specialty Media
   Inexpensive, useful
    items with an
    advertiser’s name
    printed on them -
    usually given away




                      “Get Into Entrepreneurship”
                   Memory Reed         Harris Co. High
                             School 2007
Other Types of Advertising Media
 Sports Arena Billboards
 Movie theater commercials
 Hot air balloons, blimps, skywriting,
  banners
 Shelf ads, shopping cart ads, coupon
  machines, receipt ads

                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Is there anything else we are
missing?
 What about the
  Internet?
 What advantages and
  disadvantages might
  there be?




                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
Media Rates - Services Available
 Standard Rate and Data Service - gives
  rates for most major media according to
  broad categories (print, broadcast)
 Audit Bureau of Circulation (ABC) - Print
  media use this to verify circulation figures
  because advertising rates are based on
  circulation
                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007
Classified Ads and Display Ads
 Classified ads can advertise everything
  from services performed to houses for sale
  to job openings (costs per word used)
 Display ads are creative illustrations of the
  product being advertised. (costs for space
  used)


                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
Newspaper Rates
 Column Inch Rates - number of columns by
  number of inches deep multiply by the rate
 Run of Paper rate - The newspaper chooses
  where to run the ad - you don’t choose the
  location
 Open Rate - Basic charge for a minimum amount
  of space (non-contract rate)
 Contract Rate - Discounted rates for guaranteed
  amount of advertising in a time period
                   “Get Into Entrepreneurship”
                Memory Reed         Harris Co. High
                          School 2007
CPM
 CPM is the cost per thousand rate - the cost
    of exposing 1000 readers to an ad
 Cost of the ad X1000 = cost per thousand (cpm)
      Circulation
 Used to compare the rates for different papers
  with different circulations


                    “Get Into Entrepreneurship”
                 Memory Reed         Harris Co. High
                           School 2007
Magazine Rates
 Bleed - 1/2 or full page            Full color - 4 color
  ads are printed to the              Premium position - ad
  very edge (no white                  placement in mag.
  border) +15-20%                     Discounts - frequency,
 Black & White - Lowest               commission, cash
  rates - black & white               CPM - Cost per
  ads                                  thousand in
 Color - Each color                   circulation
  adds more cost
                      “Get Into Entrepreneurship”
                   Memory Reed         Harris Co. High
                             School 2007
The Spot
   Spot radio refers to                   Spot commercials are
    the geographical area                   advertising messages
    an advertiser wants to                  of one minute or less
    reach with its                          that can be carried on
    advertising. Identify                   network or spot radio.
    target market &
    potential customers


                     “Get Into Entrepreneurship”
                  Memory Reed         Harris Co. High
                            School 2007
Different radio advertising
options
 Network Radio advertising - a broadcast from a
  studio to all affiliated radio stations throughout
  the country (John Boy & Billy)
 National spot radio advertising - National firms
  advertise on a local station-by-station basis. -
  target markets
 Local radio advertising - local businesses
  advertise for its target market
 Run of schedule - lets the radio station determine
                       “Get Into Entrepreneurship”
                     advertisement
  when to run theMemory Reed Harris Co. High
                       School 2007
Television Rates
 Advertising rates vary with the time of day.
 Prime time is the most expensive - 7-11 p.m.
 Class AA time is prime time - other times
  are Class A, B, C and D.
 Advertisers need to choose the time slot
  that receives the most viewers in their
  target market.
                  “Get Into Entrepreneurship”
               Memory Reed         Harris Co. High
                         School 2007

								
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