Advertising
Introduction to Marketing
Types of Advertising:
Promotional – used when the goal is to
increase sales and get customers to want
more information, to make a purchase
Institutional – creates a favorable image
for a company. Connecting a business’s
name to a cause helps the company make
an impression on customers.
Mass v. Targeted Advertising
Mass Advertising – companies can
reach large numbers of people. Most
television and radio advertising are
mass advertising
Targeted Advertising – advertisers
target their messages to a select
audience
Media
Advertising can take many
forms, using many different
types of media.
Media are the agencies or means
used to convey a message to the
public.
Types of Media:
Print
Broadcast
Online
Specialty
Other
Types of Print Media:
Newspaper Advertising: National, state, and
local newspapers. Online and print editions.
Advantages: Cost is relatively low. Can reach a
wide audience.
Limitation: May be distributed outside the
target market. Ads are less visually
appealing/less color. Newspapers are read
and thrown away.
Types of Print Media:
Magazine Advertising: local, regional, and national magazines.
May be published weekly, monthly, or quarterly. On line and
print editions. Consumer and business-to-business. Can
target an audience through their interests.
Advantages: ability to target audience, have a longer lifespan
than newspapers. Read more thoroughly and slowly than a
newspaper. Printed in color, with a variety of format options
(e.g., two-page spreads, pull-out sections, return cards, etc.)
Disadvantages: higher cost than newspapers; printed at least a
month or two in advance of circulation, so must plan
carefully
Types of Print Media:
Outdoor/Billboard advertising: standardized and
nonstandardized. Nonstandardized used at place of
business; standardized include billboards
Advantages: highly visible, relatively inexpensive. 24hours per day, 7-days a week.
Disadvantages: Limited or banned in some states.
Limited by federal law. Usually only a few words in
large print due to the person passing at high speeds;
can’t target audience
Types of Print Media:
Transit advertising: Found on public
transportation (e.g., the side of buses,
park benches, in airline terminals.)
Advantages: reaches a wide audience,
sometimes captive; economical;
defined market
Disadvantages: hard to target audience
Types of Print Media:
Direct Mail – may be printed and (snail) mailed, or sent to an
e-mail address; keep current customers aware of new
products, services, and upcoming sales. Can generate leads
and qualify prospective customers.
Advantages: many forms; printed includes newsletters,
catalogs, coupons, and letters. Can be selective about who
receives the advertisement
Disadvantages: must carefully select target; most effective for
existing customers; cost can be high for printed direct mail;
Low level of response (10% for printed direct mail is
considered a good response)
Types of Broadcast Media:
Television: Advantages: Most effective
broadcast media; uses many elements
like sight, sound, color, action.
Designed to show product features
and benefits. Can target audience;
cable t.v. is splintering the market.
Television, continued
Disadvantages: limited to 30 or 60 second
spots, or infomercials. Highest
production costs of any type of media,
and high cost for purchasing t.v. time.
Small companies usually cannot afford
t.v., or only less desirable time slots and
less expensive local cable t.v. markets.
How much does a Super Bowl ad
cost?
In 2016:
30-second ad - $5 million
(2015 - $4.5 million)
60-second ad - $10 million
(2015 - $9 million)
Types of Media:
Radio advertising: Another type
of broadcast media. Cheaper
than t.v., but still reaches a
large target group. Time
sensitive material is a good fit
for radio ads. No visuals.
Types of Media:
On line advertising: growing part of
advertising. Includes banner ads and popup ads as well as e-mail.
Advantages: cheap, can target audience.
Disadvantages: a viewer may have to click
on the ad to get to the advertiser’s
website. Response rates are as low as
1%.
Types of Media:
Specialty media: giveaways,
or advertising specialties;
low-cost, useful items with
the advertiser’s name or logo
(traffic builders); calendars,
pens, etc.
Types of Media:
Other Media: Advertising in
sports arenas, movie
theaters, on movie DVDS
Advertising Strategies:
Ideal kids / families
Advertising Strategies:
Heartstrings
father - daughter commercial
Advertising Strategies:
Family fun
Star
Power
Advertising Strategies:
Omission: “Part
of a healthy
breakfast”
Advertising Strategies:
Sounds good -- Jingle
Chili's baby back ribs
Target Market:
Close your eyes – can you tell which ad
is aimed at girls, and which is aimed at
boys?
Next:
And finally:
How did you know who
the target audience is?
Product Placement
The appearance of a branded
product in a television show
or movie, aimed at
influencing the viewer
Product Placement Examples
Product Placement
 https://youtu.be/iY56r2qj8f8
 https://youtu.be/oQYwFND7rHE
 https://youtu.be/wACBAu9coUU
Ad Icons
An advertising icon is a character
(real, cartoon, or animated)
created solely for the purpose of
advertising.
Advertising Icons
Ad Icons
 https://youtu.be/wACBAu9coUU
Cognitive Dissonance
The mental stress or uncomfortable
feeling a person gets when they hold 2
or more beliefs, ideas, or values that
contradict one another, or are
confronted with new information that
conflicts with existing beliefs, ideas, or
values
Advertising Campaign
 A group of advertisements, commercials,
and related promotional materials and
activities designed as part of a coordinated
advertising plan to meet specific goals for the
business.
 New or “improved” product or increase sales
 Usually have a theme (e.g., McDonald’s
Monopoly game)
Steps in an Advertising Campaign:
1. Identify the target audience
2. Determine objectives (e.g., increase brand
awareness)
3. Establish the budget
4. Develop the message (theme and messages
based on the products features and benefits)
5. Select the media
6. Evaluate the campaign (use market research to
see if goals are met.)
Print Advertisement
There are usually 4 parts to a Print Advertisement:
1. Headline – phrase or sentence that grabs attention
2. Copy – the selling message – written details (use
words like new, improved, save, easy)
3. Illustration – photo, drawing, or other graphics
4. Signature – (“Logo”) the distinctive identification
symbol for a business. In national ads, may be the
name of the business.
Print Advertisements:
May have:
5. Slogan – catchy phrase or words
that identify a product or company
(alliteration, paradox (“the taste you
love to hate”), rhyme (“give a hoot,
don’t pollute”), pun, play on words.