ADVERTISING
WHY ADVERTISE?
• Because…advertising is EVERYWHERE!!!
• Each week, the average person is exposed to more than
2,000 advertisements.
PROMOTIONAL
• Promotional: when the goal
is to increase sales.
• Targets consumers or
business-to-business
customers.
INSTITUTIONAL
• Institutional: tries to create a
favorable image for a
company and foster
goodwill in the marketplace.
• Connecting its name to a
worthy cause helps a
company make a favorable
impression on its customers.
MASS VS. TARGETED
• Mass: enables companies to reach large numbers of
people with their messages.
• Use media to advertise, such as television and radio.
• Targeted: target messages to select audiences.
WHAT IS MEDIA?
• Media: the means used to
convey advertising
messages to the public.
• The 6 general categories are:
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•
•
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•
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Print
Electronic
Digital interactive
Out-of-home
Direct mail
Other media
NEWSPAPERS…
Types of Advertising:
1.
•
2.
•
3.
•
Local papers provide a
timely way for companies
to reach their target
audiences.
Ex.) The Times and the
Trentonian
Shoppers contain little
editorial content and are
delivered free to residents
living in specific areas.
Ex.) The Clipper
National newspapers
purchase ad space to
reach the entire
circulation.
Ex.) USA Today & Wall Street
Journal
Advantages v. Disadvantages
55% of adults read the
paper daily.
Offers variety.
Cost is relatively low.
Limited shelf life.
Mostly printed in black ink or
limited color, so they are less
visually appealing.
MAGAZINES…
Types of Advertising:
• Distributed locally,
regionally, or nationally.
• Classified as consumer or
business-to-business.
• There are more than 3,000
consumer magazines such
as People, Forbes, and
Sports Illustrated.
• Business-to-business
magazines, or trade
publications, interest
professionals in specific fields
such as Advertising Age.
Advantages v. Disadvantages
Longer life span.
People read magazines
slowly and thoroughly.
Color & print quality.
Offered in a variety of
formats.
Higher cost.
Magazines are printed a
month or more in advance,
so submission deadlines are
early.
ELECTRONIC MEDIA
o Media which transmits sounds or
images electronically, including
radio and television.
o Over a lifetime of 70 years, the
average person spends almost 6 years
listening to the radio and nearly 10
years watching television.
RADIO
Advertising Facts:
 More than 10,000 AM and
FM radio stations reach 96%
of all people ages 12 and
over in a given week.
 Ads are presented in 10-, 20, 30-, or 60- second time
periods.
Advantages v. Disadvantages
Timely medium, where ads
can be updated daily, even
hourly.
Reaches a wide audience,
but can also carefully target
an audience.
Cost effective.
Product/ services can only
be described, not seen.
Can have a short life span.
TELEVISION…
Advertising Facts:
 Considered the ultimate
advertising medium
because it combines sight,
sound, action, and color.
 Ads are done in 30- of 60second spots, with the
exception of the
infomercial.
Advantages v. Disadvantages
Mass coverage with some
selectivity.
Creativity.
Social dominance.
Highest media/ production
cost of any type of media.
Zipping & zapping.
DIGITAL INTERACTIVE MEDIA
• Digital Interactive Media: new media
revolution, brought on by incredible
achievements in technology.
• It is the fastest-growing advertising medium in
history.
• ...Includes the Internet & all its associated
online services, social media, digital catalogs
and magazines, stand-alone kiosks, cell
phones, and interactive television.
• A Day in the Internet
IN THE YEAR 2014…
• Worldwide…the Internet audience is estimated at
2.92 billion.
• Ad sales totaled $6.5 billion in 2003- in 2014, it totaled
$42.8 billion!
• The Social Media Revolution
• Social Media: Examining The Influence Social Networking
Has On Our Lives
SO WHAT GIVES?
Advantages v. Disadvantages
Cost effective
Easy to update
Enormous audience
Provides in-depth
information
Targeting costs
Still fairly new medium
Slow downloads
Security & privacy
•Net Worth: $34 billion
•Among the World’s Youngest Billionaires:
#4 on list (16th overall in the world)
•11th on the list of Richest American’s
•22nd on the list of Most Powerful People
•Created an account with Google+ and has more
followers than Larry Page & Sergey Brin!
•Facebook Advertising Revenue: $12.47 billion
INTERESTING FACTS!
• Considered as the last mass medium because it carries
the message 24/7, without interruption; never turned off,
put aside, or left unopened.
• On average, advertisers spend a total of $7 billion on
outdoor advertisements.
• Local, regional, and national businesses use outdoor signs
for advertising.
TRANSIT…
• Found on public transportation.
• Includes printed posters inside trains, taxis, and buses; ads
on public benches, bus stop shelters, newsstands, and trash
cans; and station advertising located near or on subways
and in railroad, bus, and airline terminals.
Pros
• Highly visible.
• Relatively
inexpensive.
• Provides a 24hours-a-day, 7days-a-week
message.
• Can be
located to
reach specific
target markets.
• Limited viewing
time.
• Inability to
target a specific
audience.
• Increasing
government
regulations.
ACTIVITY TIME!!!
1. Working independently, you
will design and create 3
billboard advertisements that
will be displayed in NYC Times
Square.
2. Each advertisement MUST
contain the 4 elements of a
print advertisement, as well as
use color.
3. Upon finishing your designs,
(on the back) tell me why you
choose to advertise the 3
businesses…providing a
detailed explanation for each.
DIRECT MAIL…
Advertising Facts:
 Many forms, including
newsletters, catalogs,
coupons, samplers, price lists, Advantages v. Disadvantages
circulars, and invitations to
High selectivity.
special sales or events.
Wide choice of formats.
 Customers are found by
Cost effective for some
building a customer profile,
types.
and then acquiring names of
people that fit the profile.
Low rate of return.
 Marketing specialty firms sell
lists of people’s mailing
Image problem.
addresses, phone numbers,
Costs can be high.
and e-mail addresses.
OTHER ADVERTISING MEDIA!
IN-STORE ADS…
• Increasingly, in-store advertising techniques, such as
electronic shelf-ads, supermarket cart displays,
instant coupon machines, floor mats, and televisions
are being used to advertise products within stores.
SPECIALTY ITEMS…
Advertising Facts:
 Also known as giveaways;
useful items featuring an
advertiser’s name or logo.
 Items are usually practical,
used frequently, and
placed in locations with
high visibility.
 Ex.) Hats, calendars, pens
and pencils.
Advantages v. Disadvantages
Relatively inexpensive.
Items that people use.
Distribution is limited.
Items might be given to
people who would never
consider buying the
product.
ACTIVITY TIME!
1.
2.
3.
4.
Now that we have summed up the
6 categories of media recognized in
advertising, working with a
partner…you are to brainstorm to
create the next “BIG” category of
new media.
You and your partner will create a
poster that illustrates this new
media…making sure to show how it
will affect consumers, as well as its
impact on the advertising industry and
economy.
Also, be sure to give your “NEW”
media a name.
At the end of the class period, your
group will present posters and explain
this “NEW” category!