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Chapter 19 - Advertising. What effective advertisements have you seen recently? Why do you think the ads are effective? How do you think a business decides what to spend and where to advertise its goods and services?. Advertising and Its Purpose.

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chapter 19 advertising
Chapter 19 - Advertising
  • What effective advertisements have you seen recently?
  • Why do you think the ads are effective?
  • How do you think a business decides what to spend and where to advertise its goods and services?
advertising and its purpose
Advertising and Its Purpose
  • Advertising is non-personal promotion which promotes ideas, goods, or services by using a variety of media
    • The average person is exposed to more than 3,000 advertising messages every day!
    • Marketers use advertising to
      • Introduce a new business
      • Change a company image
      • Promote a new or existing product
      • Encourage the use of a particular service
      • Encourage business-to-business transactions
advertising and its purpose1
Advertising and Its Purpose
  • There are two main types of advertising
    • Promotional Advertising
      • Advertising designed to increase sales
      • It is an effective way to support direct selling, visual merchandising and display, and other sales promotion activities
    • Institutional Advertising
      • Advertising designed to create a favorable image for a company and foster goodwill in the marketplace
      • Creates a good impression with potential customers
types of media
Types of Media
  • Media are the agencies, means, or instruments used to convey advertising messages to the public
  • The four general categories of advertising media are:
    • Print
    • Broadcast
    • Internet
    • Specialty
  • The advertising message and target audience determine the type of media that is used
print media
Print Media
  • This is one of the oldest and most effective types of advertising
  • Print media includes ads in:
    • Newspapers
    • Magazines
    • Direct mail
    • Directory advertising
    • Outdoor advertising
    • Transit advertising
broadcast media
Broadcast Media
  • Radio and television advertising
  • By age 66, the average person spends nearly 10 years watching TV and almost 6 years listening to the radio!
  • Advantages and disadvantages of each?
internet advertising
Internet Advertising
  • Uses either e-mail or the World Wide Web
  • Growing steadily
  • Examples?
    • Opt-in e-mail ads
    • Banner ads
    • Pop-up ads
    • Search engine ads
    • Video ads
    • Social marketing
specialty media
Specialty Media
  • Special media (giveaways or advertising specialties) are relatively inexpensive useful products that are imprinted with the company’s name, message, or logo
  • To be successful, specialty items must be practical, used frequently, and displayed with high visibility
  • Examples?
other advertising media
Other Advertising Media
  • Ad-supported TV screens at airports, gas stations, subways
  • Digital billboards at sports arenas
  • On-screen movie theater ads
  • Supermarket cart displays
  • Mobile device advertising
  • Others?
advertising project
Advertising Project
  • For your final project / Due Friday, November 22nd.
    • You will need to develop the following:
      • 1 Print advertisement
      • 1 Broadcast advertisement (Radio or TV)
      • 2 Different Internet advertisements
      • 1 Specialty advertisements
    • All of the above need to include the company name, logo or brand name and product name, logo or product brand name.
    • You will need to product the “REAL” things, not just descriptions or outlines.
    • There will also need to be a written explanation as to why you chose that advertisement and how it reaches your target audience.
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