4.02:
Explain types of Advertising Media
Marketing
Notes (4.02)
Can win points or candy
With a partner or by self; first to find correct answer wins
I will call out questions at random; first to raise hand gets
to answer.
4.02 Objectives
•
Describe types of Advertising Media
•
Discuss trends affecting advertising media
•
Describe the two categories of broadcast media.
•
Categorize purchase options for television advertising.
•
Discuss the difference between local and network advertising.
•
Describe types of direct-mail advertising.
•
Explain types of Web advertising.
•
Identify types of out-of-home media.
•
Describe specialty advertising.
•
Discuss the use of directory advertising.
•
Explain the use of movie theater advertising
•
Explain trends that are affecting advertising media.
Advertising Media
What is Advertising Media?
• Channels of communication
• Information travels through them to consumers
Types of Advertising Media
Publications, Broadcast Media, Direct Mail, The Web, & Other
Advertising Media
What are Publications?
• Materials that are printed on a regular basis
• Newspapers and magazines are good examples
Newspapers
•
Newspapers are referred to as mass media due to large amount of people that read them
•
When advertising in a newspaper consider the following:
•
How often is the newspaper published?
•
The size of the newspaper
• Broadsheet: Typical Newspaper
• Tabloid: National Enquirer
•
What geographical area does is cover?
• National v. State v. Local
•
Who is the target audience of the Newspaper?
• Conservative: New York Post, Chicago Tribune, & Wall Street Journal
• Liberal: New York Times. USA Today, Los Angeles Times
Advertising Media
Newspaper
• High volume of readers (print, web, mobile)
• Easy for businesses to advertise in
• Advertisements are placed in sections most likely read by the target market
•
Most people skim the paper and read their favorites
• Less than a 1,000 newspapers in circulation
• Advertising is becoming more expensive
•
Take out smaller ads and supplement it with radio
Magazine
Consumer Magazines
• Magazines read for personal enjoyment
• Targeted towards a specific audience
• Example: Sports Illustrated, People, Cosmo, Seventeen, etc.
Business & Trade Magazines
• Business Magazine: Aimed at the general population of workers
• Trade Magazine: Aimed at specific areas of business or occupations
Consumer or Business Ad?
Advertising Media
Facts about Magazine & Newspaper Ads
• Headline is critical
• Place ad on Front or Back if possible
• Pages 3, 5, 7, & 9 are best alternatives outside of targeted sections
• Top of page is better than bottom of page
• Use pictures of owner if possible because people buy from those they trust
• Include a call to action
Broadcast Media
Broadcast Media:
 Examples: Television & Radio
 Time Media because their advertisements last as long as they are on the air
 Mass media because of the amount of people they reach per advertisement
 Television is considered to be the most influential, best selling type of media
 Advertising options including local, cable, network channels, & satellite
 Network advertising reached the most people but costs the most
 Local advertising is least expensive and is best for smaller business
 Examples: Infomercials, Hallmark Presents Program, QVC, Create your own channel(?)
Television
Local:
http://www.youtube.com/watch?v=f24t278rFMA
• 51% have cable television
http://www.youtube.com/watch?v=GKWwnpi20kA
• 26% have satellite television
• 1% have both cable and satellite
• 22% do not subscribe to any television
National
http://www.youtube.com/watch?v=PSM6Tv9g3Gc
http://www.youtube.com/watch?v=y7_LfUeSWWE
http://www.youtube.com/watch?v=aezWJsF7mBE
Radio
 Radio is seen as an effective and
affordable way to reach a targeted
market
 Radio Example:
 http://www.youtube.com/watch?v=4Mu
V_S6DfvE
 Radio station as a specific listening base
 Radio is online & nationwide
 How many times do you hear company
name?
Radio Costs
Direct Mail
 Printed Mail
 Sales letters, catalogs, flyers, postcards
 Relatively inexpensive
 Could be considered junk mail
 Must be sent to the right people
 Electronic Mail
 Delivered to e-mail
 Quick, easy, inexpensive
 Could be perceived as junk
 Opt-in-email marketing is when people sign up to receive notifications
The Web
• Fastest Growing Media Outlet
• Target specific groups & track user responses
• Create a company web site
• Customers could learn about your business
• Find contact information and locations
• Place orders online
• Place business ads on other people’s web sites or on a portal (Google, AOL)
Out of Home Media
• Poster panels/billboards
• Could be painted on the side of a building
• Indoor billboards found in subways, office buildings
• Spectaculars – large, elaborate electrical signs
• Transit posters – advertisements on buses and bus shelters
• Human directionals – people wearing or holding signs to advertise for a business
• Aerial – blimps, hot air balloons, other airborne displays
Outdoor Media
 Billboards: http://www.youtube.com/watch?v=DVe1sv1qcaY
 Trucks: http://www.youtube.com/watch?v=g8qVVWllfys
 Google: http://www.youtube.com/watch?v=Um-WL7FRANM
 Taxis: http://www.youtube.com/watch?v=Fkg4Db0J5mA
 List example of promotions
 44 Ideas: http://www.youtube.com/watch?v=nJ4uCOJjDF8
Specialty Advertising
• Remind people about your business
• An item must pass three criteria to qualify as specialty media
• 1. Must have the business’s name or logo on it
• 2. Must be a useful item such as a pen or baseball cap
• 3. It must be given away
Directory Advertising
 Informs people about how to contact a
particular business, often with a telephone
number, street address or Web address
 Some (Yellow Pages) target a specific
geographic area
 May target a specific group of people such
as students at a university or college
Movie Theatre Advertising & Product Placement
 Movie Theater
 Increasing in popularity
 Includes on-screen advertising before the presentation of the feature film as well as posters,
stand-ups, and other ads in the lobby
 Product Placement
 Product manufacturers pay millions of dollars for the right to use their brands as movie props
 Hope viewers become loyal to their products
 Brands in movies, TV and computer games continues to increase
 Seinfeld Product Placement:
 http://www.youtube.com/watch?v=M1HXXcVFySM
Telemarketing
 Calling prospective customers on the
phone as well as providing a number for
people to call
 Companies purchase 800-numbers so
that customers can call toll-free
800, 888, 877, 866, 855
 Most companies choose numbers that
are easy to remember
1-800-directv
DVD and CD-ROM Advertising
 Disney is very successful using DVD Advertising
 Customers can receive a free DVD upon request that introduces them
to Disney theme parks and hotels
 Want customers to be so excited that they immediately purchase
their Disney vacation package
 CD-ROM
 Customers receive free computer software introducing them to a
particular program or Internet service
 Hope they purchase the real thing
Trends Affecting Advertising Media
 A New Way to Talk
 Short messaging service (SMS): allows people to send text message advertisements over cell phones
 Smishing: people pose as banks and send text messages requesting victims’ account numbers and
passwords
 If receiving an ad from a company you didn’t sign up for….they can get in trouble
 Virtual Worlds
 Second Life
 Advertisers can put up posters in Second Life malls
 Can rent out ad space at special Second Life businesses
 Can create an avatar for the company
Media
 Avoiding advertisers




Do-Not-Call registries
Online pop-up ad filters
Spam e-mail filters
Podcasts
Human Billboards
 http://www.youtube.com/watch?v=UcLcn7o8v7w
Assignment: Solo or Duo
 Find five of the most unique
advertisements you can,
 Place them in a PowerPoint & Rank them
as your top 5
 Create a Human Billboard,
 Choose a person
 Place on body
 Company
 Explain why this person was chosen for
product