4.02 – Explain the types of advertising media

1. 4.02– Explain the types of advertising media MARKETING

2. 4.02 Collaberative Teaching • Assignment: Each group will get a topic and will have to create a poster on researched information • Define – in your own words (can use books or internet). • Give advantages and disadvantages • Give examples • Have relevant pictures. • Be ready to teach idea – poster should be creative and visually appealing! (POSTER BOARD in back) • You have 30 minutes • When complete pick up the MAGIC SQUARES: PROMOTION ON THE FRONT TABLE AND COMPLETE.

3. WHAT's NEXT???? • Continue to work on your poster; you have 10 minutes. • When complete: • Take out a piece of paper and take notes on your poster • Label it 4.02 NOTES

4. 4.02 NOTESADVERTISING MEDIA • Advertising media are channels of communication • Information travels through them to consumer • Mass media - advertisement they reaches a lot of people at the same time. EXAMPLES?

5. TYPES OF ADVERTISING MEDIAPRINT MEDIA • Publications • Newspapers • Reach a large audience • Just about anyone can place an ad in a newspaper • Newspapers are divided into sections that are useful in promoting different kinds of products • Newspapers vary based on: • How often they are published • Their size • Geographic area they cover (national, regional, local) • Whom they are intended to target

6. TYPES OF ADVERTISING MEDIAPRINT MEDIA • Publications • Magazines • Appeal to a very specific target audience • i.e. Golf Digest for golfers, Teen Vogue for teenage girls • Can be classified based on the audience they reach: • Consumer magazines • For personal enjoyment – People, Sports Illustrated • Business magazines • Appeal to individuals in different industries or a general population of workers – Business Week, BrandWeek

7. TYPES OF ADVERTISING MEDIAPRINT MEDIA • Direct Mail • Printed Mail • Ex. Sales letters, catalogs (niche), flyers, postcards, etc. • Small businesses like to use because it is relatively inexpensive • Can be viewed as junk mail if it is not sent to the right people • Electronic Mail (e-mail) • Popular because it is quick, easy and inexpensive • Can end up in SPAM folders - to avoid this ask customers to sign up for newsletters and ads (opt-in email marketing) • Easiest means to evaluate the effectiveness of advertisement

8. TYPES OF ADVERTISING MEDIA • Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the air • Television (Mass Media)+ • Experience color, sound, and action making them easy to remember and believable • The most influential, best selling type of advertising media • Channels are chosen based on type of audience and cost • Network TV (ABC, NBC, CBS, FOX) reach a broad audience but are extremely expensive • Cable TV channel s target a more specific audience and are less expensive • Local TV targets a specific geographic and is the least expensive

9. TYPES OF ADVERTISING MEDIA • Broadcast Media • Radio • Effective and affordable way to reach your target market • Targets a specific audience through he stations format • Trends: • National Radio • Broadcasting over the Internet

10. TYPES OF ADVERTISING MEDIA • The Internet • Has became the fastest growing media outlet • Can target a specific audience and track response • Ex. Business websites, ads on others’ websites or search engines, etc.

11. TYPES OF ADVERTISING MEDIA • Out-of-Home • Exists to reach people when they are away from home • Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.

12. TRENDS IN ADVERTISING MEDIA • Ads in Virtual Worlds • Companies creating avatars for businesses – i.e. Second Life • SMS Text • Sending ads through text messages • Cheap and can target a specific audience • Consumers avoiding ads • Do not call list • Spam filters • Pop up blockers • DVR – but do you still catch the brands while you are fast forwarding?

13. TYPES OF ADVERTISING MEDIAOther Media (includes anything that has not been discussed previously) • Telemarketing • Calling prospective customers and providing a 1-800 number for them to call • Movie Theater Advertising • Before the film, posters & standups in the lobby • Other Media (cont.) • DVD & CD-ROM Advertising • Free to introduce the product to the customer • Product Placement • Manufacturers pay for the their products to be used as props in movies, TV, and computer games

14. TYPES OF ADVERTISING MEDIA Other Media (cont.) • Specialty Media – reminds people of your business, must have three criteria: • Have the businesses name or logo on it • Must be a useful item – i.e. pen, shirt, cap, etc • Must be given away • Directory Advertising – informs on how to contact the business with phone number, address or website • Phone books (Yellow Pages) can target specific geographics

15. Direct Advertisement– direct communications with carefully targeted individual consumers to obtain an immediate response. • Types of Direct Adv: • Telephone Marketing • Direct-Mail Marketing • Catalog Marketing. • Online Marketing • Kiosk Marketing

16. Types of Direct Adv • Direct-Response Television Marketing – direct marketing via television including direct-response advertising (infomercials) and home shopping channels. • Direct-Response Advertising – television spots (60 or 120 seconds) persuasively describing a product and giving a toll-free number for ordering. Also includes 30-minute infomercials. • Home Shopping Channels – television programs or entire channels dedicated to selling goods and services.

17. Types of Word-of-Mouth Communication • Focusing on customer satisfaction • Improving product quality and usability • Responding to concerns and criticism • Opening a dialog and listening to people • Earning customer loyalty • Organic marketing: • Occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm.

18. Word of Mouth • Developing tools that enable people to share their opinions • Motivating advocates and evangelists to actively promote a product • Giving advocates information that they can share • Using advertising or publicity designed to create buzz or start a conversation • Identifying and reaching out to influential individuals and communities • Researching and tracking online conversations • Amplified marketing: • Occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities.

19. DO YOU KNOW WHICH PROMOTION

20. Which Promotion? Advertisement Out-of-home

21. Which Promotion? • Advertisement • Specialty

22. Which Promotion? • Advertisement • Internet

23. Canbe 2 types of Promotion(not magazine) • Institutional • Public relations

24. Which Promotion? • IN Sports Illustrated • Adv • Print media • magazine

25. Which Promotion? • Personal selling

26. Which promotion? • Word of mouth • organic

27. Which Promotion? Advertisement, Broadcast, TV

28. Which Promotion? • Adv • Product placement

29. Which type of promotion? • Trends in adv • Consumer avoid ads

30. Which type of promotion? • Advertisement • Directory media