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Advertising

Advertising

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Advertising

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  1. Advertising Marketing Co-Op

  2. Advertising Any paidform of non-personal promotion of ideas, goods, or services by an identified sponsor

  3. Advertising is EVERYWHERE The average person is exposed to 2,000 advertisements each week

  4. Types of Advertising Promotional Advertising – the goal is to increase sales Institutional Advertising – the goal is to create a favorable image

  5. Mass Advertising Enables companies to reach large numbers of people with their message Ex: Television and Radio

  6. Media The agencies, means, or instruments used to convey advertising messages to the public Four categories Print – newspaper, magazine, direct mail, outdoor, transit Broadcast – TV, radio Online – banner and pop-up ads Specialty – pencils, cups, lanyards

  7. Print Media Includes advertising in newspaper, magazine, direct mail, signs, and billboard One of the oldest and most effective types of advertising

  8. Newspaper Advertising In 2004 there were 1,456 local daily newspapers in the US Why they work….. Usually offer a variety of options for size, location, and frequency Makes it easy for companies to select what best suits their budget and advertising goals

  9. Newspaper Advertising It is estimated that 55% of adults in the US read a newspaper everyday Shoppers – offer very little editorial content, but are delivered free to residents who live in a specific area

  10. Newspaper Pros and Cons Pros • Cheapest form of print advertising • Reaches specific region (target market for local businesses) Cons • Limited shelf life (usually thrown away daily) • Usually printed in black and white (not very visually appealing

  11. Magazine Advertising Can be distributed locally, regionally, or nationally Can be published weekly, monthly, or quarterly

  12. EXAMPLES Time Magazine – National weekly magazine Southern Living – Regional magazine Vogue Magazine – National monthly magazine Brides Magazine – National quarterly magazine

  13. Magazine Advertising Classified as consumer or business to business Consumer – read for personal pleasure ex: TV guide, Sports Illustrated, Seventeen, Readers Digest Business to Business – trade publications, interest professionals in a specific field ex: Advertising Age, Women’s Wear Daily

  14. Magazine Advertising Pros • Can reach a very targeted audience with little wasted circulation • People tend to keep them for a long time • Usually gets passed on to others • They are usually read much slower • Ads are printed in color and are usually very eye catching Cons • Cost is much higher than newspapers • Usually deadlines are a month or two before publication (requires careful planning) • Ads can not be time sensitive

  15. Direct Mail (marketing) Highly focused form of advertising Printed – mailed to homes Electronic – sent through e-mail Good way to keep CURRENTcustomers up to date on new products, services, and promotions

  16. Direct Mail (marketing) Cost effective way to generate leads for personal selling Can take many forms: • Newsletter • Catalog • Coupon • Sample • Invitation

  17. Outside Advertising Two Types Standardized –only come in standard sizes like billboards, posters and spectaculars Nonstandardized–signs companies put up in their place of business or in other local locations (custom made)

  18. Outside Advertising Spectaculars – out door signs that are purchased or rented from advertising companies that use lights and moving parts to attract attention

  19. Outside Advertising Pros • Highly visible • Relatively Inexpensive • 24-7 message • Reaches large number of people Cons • Limited viewing time • Inability to target a specific target • Government regulations on location • Only changes every six months or longer

  20. Transit Advertising • Taxis • Buses • Trains • Public benches • Trash cans • Subways/metros • Airports • Bus stops • Public benches Advertisements found on public transportation

  21. Transit Advertising Reaches a wide, sometimes captive audience Economical/inexpensive Has a defined target, usually geared toward urban areas

  22. Online Advertising • Still a small part of overall advertising, but is growing steadily as the internet becomes more and more influential • Online sales in 2006 - $9.7 million

  23. Online Advertising • Banner Ads – most popular form of online advertising • Usually rectangle, and found at the top, bottom or side of a web page • Button Ads – similar to banner ads, but they are placed in strategic positions on the page

  24. Online Advertising Banner Ad Button Ad

  25. Online Advertising • Pop Up Advertisements – TV-like spots that pop up between web pages • Viewer must click on the ad to go to the website or close the window to resume surfing • Only 1% of people actually click on these kinds of ads

  26. Pop Up Advertising Pop Up Ad

  27. Specialty Advertising Giveaways usually inexpensive novelty items that can be used by consumers that feature the companies name or logo • Pens • Cups • Calendars • Hats • Magnets

  28. Broadcast Advertising Invention of Lying Clip

  29. Activity • Get the Orange Textbooks • Complete the questions from Chapter 19.1 • Questions 1-3 on page 408 • Questions 2-6 on page 417