MARKETING
4.02 PART 1
Advertising Media &
Promotion
= Channels of communication used by businesses for
delivering promotional messages to target groups of
consumers. Media “channels” = Information travels
through them to consumer
Advertising Campaign
A series of related advertisements
focusing
on a common theme, slogan, and set of
advertising appeals.
Steps in Creating an
Advertising Campaign
Determine the
advertising objectives.
Make creative decisions.
Make media decisions.
Evaluate the campaign.
Setting Objectives:
The DAGMAR Approach
Goal of
Advertising
Objectives
Define
Target Audience
Define the Time
Frame for Change
Define Desired
Percentage
Change
Creative Decisions
Identify
Product Benefits
Components
of
Creative
Decisions
Develop and Evaluate
Advertising Appeals
Execute
the Message
Evaluate the
Campaign’s Effectiveness
Identify Product Benefits

“Sell the Sizzle, not the Steak”

Sell product’s benefits, not its attributes

A benefit should answer
“What’s in it for me?”

Ask “So?” to determine
if it is a benefit
Advertising Appeal
Reason for a person
to buy a product.
Common Advertising Appeals
Profit
Product saves, makes, or protects money
Health
Appeals to body-conscious or health seekers
Love or romance
Used in selling cosmetics and perfumes
Fear
Social embarrassment, old age, losing health
Admiration
Reason for use of celebrity spokespeople
Convenience
Used for fast foods and microwave foods
Fun and pleasure
Key to advertising vacations, beer, parks
Vanity and egotism
Environmental
Consciousness
Used for expensive or conspicuous items
Centers around environmental protection
Unique Selling Proposition
Desirable, exclusive, and believable
advertising appeal selected as the
theme for a campaign.
Executing the Message
Scientific
Slice-of-Life
Musical
Demonstration
Mood or
Image
Lifestyle
Common
Executional
Styles
Real/
Animated
Product
Symbols
Spokesperson/
Testimonial
Fantasy
Humorous
Learning Objective
Describe media evaluation
and selection techniques.
Media Types
Newspapers
Magazines
Radio
Television
Major Types
of
Advertising
Media
Outdoor
Internet
Alternative Media
Advertising Spending for 1999
Magazine
Yellow Pages
Internet
Radio
Television
Outdoor
Newspaper
Types of publications
 Newspapers
 Magazines
 Publications
 Newspapers
 Newspapers are divided into sections that are useful
in promoting different kinds of products
 Reach a large audience
 Just about anyone can place an ad in a newspaper
Newspapers
vary by….
 How often they are published (daily,
weekly)
 Their size (broadsheet, tabloid)
 What geographic areas they cover
(national, large city, suburban)
 Whom they are intended to target
(general population, business people,
Hispanics)
Newspapers
Advantages
 Year-round readership
 Geographic selectivity
 Immediacy
 High individual market
coverage
 Short lead time
Disadvantages
 Limited demographic
selectivity
 Little color
 May be expensive
 Low pass-along rate
 Clutter
 Mass market medium
Cooperative Advertising
An arrangement in which the
manufacturer and the retailer split the
costs
of advertising the manufacturer’s
brand.
 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
Types of magazines
 Consumer magazines
 Sports Illustrated
 Teen Vogue
 US Weekly
 Business magazines
 Business Week
 Fortune
 Agri-Marketing
Magazines
Advantages
Disadvantages
 Good reproduction
 Higher cost per contact
 Demographic
selectivity
 Long-term advertiser
commitments
 Regional/local
selectivity
 Slow audience build-up
 Long advertising life
 Limited demonstration
capabilities
 High pass-along rate
 Lack of urgency
 Long lead time
Two categories of broadcast media
 Television
 Radio
 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
Radio
Advantages
 Selectivity and
audience segmentation
 Immediate and portable
Disadvantages
 No visual treatment
 Short advertising life
 Geographic flexibility
 High frequency to
generate retention
 Entertainment
carryover
 Commercial clutter
 Short-term ad
commitments
 Background
distractions
 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
Purchasing options for TV advertising
 Advertise on cable/satellite TV
 Local TV advertising
 30 second or 60 second commercials
 Infomercial, basically a 30-minute commercial
 Home shopping network, (QVC, HSN)
 Sponsor a specific television program, (Hallmark Hall
of Fame)
TV Advertising
Network
Local
 relatively inexpensive
 targets a small, highly
specific audience
 popular among small
businesses
 extremely expensive
 targets a very broad
audience
 popular among
national/large
companies
Television
Advantages
 Wide diverse audience
 Low cost per thousand
 Creative and
demonstrative
 Immediacy of messages
 Entertainment carryover
 Demographic selectivity
with cable
Disadvantages
 Short life of message
 Expensive with high
campaign cost
 Little demographic
selectivity with network
 Long-term advertiser
commitments
 Long lead times
 Clutter
 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.
Types of
out-of-home
media
 Billboards are panels or boards to which
advertising posters are adhered.
 Side of building paintings, often in downtown business districts.
 These are largescale—several stories tall—and designed for long-
term use.
Spectaculars, large, elaborate electrical signs
Transit posters which cover buses and bus shelters
Indoor billboards which cover subways and office buildings
Human directionals, people wearing or holding signs to advertise
a business or product
 Sky ads--blimps, hot air balloons, and airplanes carrying banners.

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Outdoor Media
Advantages
 High exposure
frequency
Disadvantages
 Short message
 Moderate cost
 Lack of demographic
selectivity
 Flexibility
 High “noise” level
 Geographic selectivity
 Broad, diverse market
Web advertising
 The web has become the fastest growing media outlet.
 Can target a very specific audience
 Can track user response (find out who is responding to

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your ads online).
Allows the building of brand awareness
Allows extension of advertising to reach beyond local
market.
To advertise online, create a company web site where
consumers could learn about the business, find contact
information and locations, and place orders online.
Can place business ads on other people’s web sites or
on a portal such as Google or AOL—popular starting
points for surfing the Web.
 When your online ad is clicked, people would be
directed to your web site, where they might become
your latest customers.
Internet and World Wide Web
Advantages
 Fast growing
 Ability to reach narrow
target audience
 Short lead time
 Moderate cost
Disadvantages
 Difficult to measure
ad effectiveness and
ROI
 Ad exposure relies on
“click through”
 Not all consumers
have access to
internet
 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.
Alternative Media
Fax Machines
Video Shopping Carts
Examples of
Alternative Media
Computer
Screen Savers
Interactive Kiosks
Ads in
Movies and Videos
 Other Media (includes anything that has not been
discussed previously)
 Directory Advertising – informs on how to contact the
business with phone number, address or website
 Phone books (Yellow Pages) can target specific geographics
 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
 Other Media (cont.)
 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
Direct-mail advertising
 Printed mail
 Small businesses have found that printed
mail is good for advertising
 It’s relatively inexpensive
 People may throw the ad away with the junk mail
 Must send to the right people
 Ex: Want home repair company advertisements to go to
home owners, not apartment renters
 Electronic mail
 Delivered over computer networks to an e-mail address
 Electronic-mail advertising is popular with businesses because
it’s quick, easy, and inexpensive.
 The e-mail could be routed to a spam folder
 Have customers to sign up to receive your electronic
newsletters and advertisements, guaranteeing permission to
send e-mails to them (aka opt-in marketing)
 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)
Describe Specialty advertising
 Reminds people about your business.
 Must meet three criteria to qualify
 Must have business’s name or logo
 Must be a useful item (pen, hat, bag)
 Must be given away
Use of directory advertising
 Informs people about how to contact a
particular business, often with a telephone
number, street address, or Web address.
 Yellow Pages target a specific geographic area
 Other directories target a specific group of
people (ex: college students or church
members.)
Use of movie theater advertising
 On and off the screen
 Advertisements on the screen
 Posters, stand-ups, and possible merchandise (3D glasses) in the lobby.
Use of product
placement advertising
 Product manufacturers pay millions of
dollars for the right to use their brands as
movie props.
 Company hopes viewers will become just as
loyal to their products as the movie stars
 Ex: Wayne’s World and Pizza Hut; Talladega
Nights and Mountain Dew
Use of Telemarketing for advertising
 Calling prospective customers on
the telephone
 Providing a number for people to call
 Companies purchase 800-numbers so that
customers can call toll free, and most companies
choose numbers that are easy for people to
remember.
Use of videotapes, DVDs and CDROM advertising
 Disney allows customers, upon request, to receive a
free DVD that introduces them to the Disney theme
parks and resort hotels
 The goal of Disney is that customers will be so amazed
they will call or go online immediately to purchase
their Disney vacation package.
 Customers can receive free computer software CD-
ROMs introducing them to a particular program or
Internet service in the hopes that they will purchase
the real thing.
 Ex: AOL did this years ago for Internet connection
 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?
Trends that affect advertising media
 Podcasting Audio – This involves delivering programming via
downloadable online audio that can be listened to on music players,
such as Apple’s iPod. Many news websites and even other information
site, such as blogs, offer free downloadable audio programming.
 Podcasting Video – While audio downloading has been available for
some time, the downloading of video to small, handheld devices,
including cellphones, is in its infancy. Many television networks are
now experimenting with making their programming available for
download, albeit, for a fee.
 RSS Feeds – This is an Internet information distribution technology
that allows for news and content to be delivered instantly to anyone who
has signed up for delivery. Clearly those registering for RSS feeds
represent a highly targeted market since they requested the content.
Trends that affect advertising media (cont.)
 Networked Gaming – While gaming systems have been around for some
time, gaming systems attached to the Internet for group play is
relatively new and becoming more practical as more people move to
faster Internet connections. This type of setup will soon allow marketers
to insert special content, such as advertising, within game play.
 For marketers these new technologies should be monitored closely as
they become accepted alternatives to traditional media outlets. While
these technologies are currently not major outlets for advertising, they
may soon offer such opportunity. As these technologies gain
momentum and move into mainstream acceptance marketers may need
to consider shifting advertising spending.
 Marketers should also be aware that new media outlets will continue to
emerge as new applications are developed. The bottom line for
marketers is they must stay informed of new developments and
understand how their customers are using these in ways that may offer
advertising opportunities.
Media Selection Considerations
Cost per Contact
Factors
Influencing
Media Mix
Decisions
Reach
Frequency
Audience Selectivity
Media Selection Considerations
Cost per
Contact
The cost of reaching one
member of the target market.
Reach
The number of target consumers
exposed to a commercial at least
once during a time period.
Frequency
The number of times an individual
is exposed to a message during a
time period.
Audience
Selectivity
The ability of an advertising
medium to reach a precisely
defined market.
Media Scheduling
Continuous Media Schedule
Flighted Media Schedule
Pulsing Media Schedule
Types of
Media Schedules
Seasonal Media Schedule
Media Scheduling
4
Continuous
Media Schedule
Advertising is run steadily
throughout the period.
Flighted
Media Schedule
Advertising is run heavily every
other month or every two weeks.
Pulsing
Media Schedule
Advertising combines continuous
scheduling with flighting.
Seasonal
Media Schedule
Advertising is run only when the
product is likely to be used.
Direct marketing
 Direct communications, other than
personal sales contacts, between buyer and
seller, designed to generate sales,
information requests, or store or Web site
visits.
Communication channels used for direct
marketing
 Direct mail
 Telephone
 Radio
 Magazines
 Newspapers
 TV
Direct marketing
Advantages
 Can send out literature directly to a list of pre-screened individuals.
 Can keep email addresses of those who match a certain age group or
income level or special interest.
 Works best when the recipients accept the fact that their personal
information might be used for this purpose.
 Some customers prefer to receive targeted catalogs which offer more
variety than a general mailing.
 Ex: Manufacturers of a new dog shampoo might benefit from having the
phone numbers and mailing addresses of pet store owners or dog show
participants.
Direct marketing
Disadvantages
 Many people are unaware of how the personal information
they include on an order form or survey may be used for
targeted advertising later.
 Can lead to direct marketing overload, as potential
customers and clients become overwhelmed with catalogs,
unsolicited emails and unwanted phone calls.
 Concern that personal information collected by legitimate
direct marketing agencies could be purchased by
unscrupulous or shady companies for the express purpose of
fraud.
 Ex: A customer orders a swimsuit from a clothing catalog, he
How has the Internet changes
businesses’ ability to communicate
directly with customers?
 Consumers have never had so many sources of
supply, and suppliers have never had access to
so many markets.
 There is even room for niche marketers
 Ex: Scottish salmon could ordered online,
packed and chilled, and sent to customers in
any part of the world by courier.
The importance
of databases
to direct marketing
 A direct marketing database will get the most out
of advertising money and help get the name and
business out to new customers.
 Should include the address of potential
customers and also information about the
address that is relevant to the product you are
offering.
 Should have is accurate demographic
information so that you can optimize the
advertising money.
The importance of
databases to direct
marketing (cont)
 A direct marketing database will help you reach
the potential customer groups you need to better
target your product.
 There is no sales tax on the mailing lists you
purchase.
 Updated weekly and have thousands of
addresses available for use in target marketing.
 Some offer address verification, which tells you if
an address is deliverable or not.