Marketing Essentials
Advertising
UNIT 6.1 Advertising Media
Chapter 19 n Advertising
UNIT 6.1
Advertising Media
What you’ll learn
The concept & purpose of advertising
Types of advertising media
Why it’s Important
Since advertising is an important
element of promotion, you will need
to know about the different ways a
business can use advertising media
to promote its image and products.
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UNIT 6.1
Advertising Media
Advertising & its Purpose
Advertising: any paid form of non-personal
promotion of products (goods, services or ideas)
by an identified sponsor. Advertising is either
promotional or institutional.
•Promotional advertising – designed to increase sales. It
introduces new products & businesses & encourages an
interest in GSI
•Institutional advertising – attempts to create a favorable
impression & goodwill for a business or organization
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UNIT 6.1
Advertising Media
Advertising Drawbacks
While there are advantages to advertising, it
does have its drawbacks. Advertising can:
 Fail to focus on individual needs.
 Be expensive
 Be wasteful when it is seen by people who
are not are not potential customers
 Lack depth
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UNIT 6.1
Types of Media
Advertising 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
•Specialty
•Internet
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UNIT 6.1
Advertising Media
Media Advertising Expenditures
Advertising is a Multi-Billion dollar business.
 There are several advertising media options
for organizations to spend their $$$$$$
 Print Media is written advertising. This
includes everything from newspapers &
magazines to direct mail, directory, transit
signs and billboards. These are among the
oldest & most effective forms of advertising.
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Advertising Media
• Newspaper Advertising
• Magazine Advertising
• Daily or weekly / local, regional
or national – newspaper ads
are the main form of print
media for many businesses
• Advantages – newspapers
have large readership & high
level of reader involvement
• Disadvantages – circulation
can be wasted, advertising life
is short, and ads are less
appealing in black & white
• Both consumer & trade magazines
generate a high level of reader
involvement. Magazines can
target specific regional areas or
interest groups
• Advantages – targeted audience,
longer life span, more likely to be
remembered, better print quality,
variety of formats.
• Disadvantages – less mass appeal
within a geographical area, more
expensive, not as timely
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UNIT 6.1
Advertising Media
• Direct Mail Advertising • Directory Advertising
• DM advertising is sent by
businesses directly to potential
customers via the mail.
Examples of DM are catalogs,
coupons, samplers, price lists,
& others.
• Advantages – highly selective
distribution, variety of sizes &
formats, catalogs & coupons
can actually make a sale
• Disadvantages – low response
rate & high costs
• Telephone directories are the best
known. Split into White Pages
(free alpha listings) and Yellow
Pages ( paid listings by category
for businesses).
• Advantages – inexpensive, used
by all demographic groups, long
life span
• Disadvantages – not timely
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UNIT 6.1
Advertising Media
• Outdoor Advertising
• Transit Advertising
• Better known as billboards
• Advantages – Broad exposure,
highly visible, some can be
changed quickly
• Disadvantages – use is restricted
in some areas, limited viewing
time, unknown audience
• Printed posters inside commuter
trains, exterior posters on taxis &
buses, station posters @ train &
bus stations, subways, and
airports
• Advantages – reaches wide &
captive audience, relatively
economical
• Disadvantages – unavailable in
some areas, restricted to transit
routes
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UNIT 6.1
Advertising Media
Broadcast Media
Radio & Television:
The average person will spend nearly 10 YEARS
watching TV & 6 YEARS listening to the radio in
a lifetime
People are more likely to believe info from TV
than print ads
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UNIT 6.1
Advertising Media
Television Advertising
TV is the ultimate advertising medium. It
communicates the message in sound, action
& color
 Advantages - can be directed @ a
specific audience, is timely, takes
advantage of holidays & special events
 Disadvantages - highest production
costs, high cost for time, audience is
not assured
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UNIT 6.1
Advertising Media
Radio Advertising
It’s estimated that radio reaches 96% of all
people age 12 & over in a given week
Advantages – “Drive times” can provide
concentrated audience, specific audiences can be
targeted, is flexible & mobile
Disadvantages – short life span, stations often
must compete for audience, listeners can easily be
distracted
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UNIT 6.1
Advertising Media
Online / Internet Advertising
Changing daily – hyperlinks, banner ads, pop-ups,
search engine results pages, social network advertising,
email marketing, online classified advertising
 Advantages - ability to incorporate animation,
sound, pics & video; can be interactive;
effectiveness easily measured; immediate publishing
of information; content NOT limited by geography or
time
 Disadvantages: Low response rates
 SEARCH ENGINE MARKETING!!!!!
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Advertising Media
• Specialty Advertising
• Other Advertising Media
• Specialty media are relatively
inexpensive, useful items with an
advertiser’s name printed on
them.
• Examples – pens, calendars,
magnets, memo pads, key chains,
bottle openers, etc…
• Businesses are constantly creating
innovative means of transmitting
their messages to potential
customers.
• Examples – sports arena
billboards, ads in movie theaters;
ads on blimps and hot air
balloons; skywriting; etc…
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UNIT 6.1
Advertising Media
Selection of Promotional Media
To determine the type of promotional media to use,
advertisers need to answer 3 questions
1.Does the medium have the ability to present the
product & the appropriate business image?
2.Does the medium have the ability to target the
desired customers?
3.Does the medium have the ability to obtain the
desired response rate?
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