Chapter 14
Chapter 14
Advertising: The Art of
Attracting an Audience
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Learning Objectives
After completing this chapter, you’ll be
able to:
1. Identify the different types of media used
to advertise products.
2. List advantages and disadvantages for
each type of advertising medium.
3. Name factors in the cost of advertising.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Why It’s Important
Businesses rely on advertising to
get your attention and to promote
their products. Advertising pays
for many of the costs of TV, radio,
newspapers, and magazines.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Advertising Media
Advertising is the paid, nonpersonal form
of communication that businesses use to
promote their products.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Advertising Media
•Mass media are means of communication
such as TV, radio, and newspapers.
•The type of medium an advertiser uses
depends on the market it wants to reach.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Print Media
Print media use writing and pictures to
communicate.
1. Newspapers
2. Magazines
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Newspapers
•Newspapers are the main advertising medium in the
United States.
•More than 50 percent of adults in the United States
read newspapers.
•Advertisers can target people within a certain area.
•The cost of printing an ad is fairly cheap.
•Most people throw their newspapers away after they
read them, so an ad’s lifespan is usually short.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Magazines
Most magazines are national in scope and
appear every week or every month.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Magazines
•Special-interest magazines like Teen and
Sports Illustrated make it possible to reach
target markets on a large scale.
•People take their time to read magazines and
often save them, so magazine ads have a
much longer lifespan than newspaper ads.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Magazines
•Most magazines are printed in color with
much higher quality ink and paper than
newspapers.
•Magazines are so broadly circulated they are
of little use to local advertisers.
•Magazine ads can’t be easily changed or
used to promote a limited offer.
Introduction to Business, Advertising: The Art of Attracting an Audience
Graphic Organizer
Chapter 14
Qualities
of Newspaper
Graphic
Organizer and
Magazine Advertising
Newspaper Advertising
Narrow Circulation
Local/regional reach
Short lifespan
Easy preparation
Magazine Advertising
Broad circulation
Regional/national reach
Long lifespan
Complex preparation
Basic printing and paper
Quality printing and paper
Inexpensive
Expensive
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Direct-Mail Advertising
•Direct-mail advertising consists of ads
sent by mail to people’s homes.
• It is the biggest advertising medium after
TV and newspapers.
•Direct mail allows advertisers to reach a
specific target market.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Direct-Mail Advertising
•Direct-mail advertisers can use a variety of formats—
letters, fliers, postcards, and catalogs—and include
coupons or free samples.
•The cost of sending ads through the mail can be
very high.
•Direct mail is often referred to as “junk mail” because
people who receive direct-mail advertising often throw
it out without ever looking at it.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Directory Advertising
•Directory advertising, which consists mostly
of phone books, is especially useful for local
advertisers.
•The cost of a directory ad is usually very
cheap.
•Phone books are used in almost every home,
in all areas, and kept for at least a year.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Directory Advertising
•A disadvantage of directory ads is that they
have to compete with numerous similar
ads.
•Most directory ads can’t be used to
advertise prices and sales, and can’t be
easily updated.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Outdoor Advertising
•The most common form of outdoor
advertising is a billboard.
• They are useful for local businesses and
businesses that cater to travelers.
•The main disadvantage of billboards is that
people often drive by them too quickly to
notice.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Transit Advertising
Transit advertising usually consists of
posters placed on the sides of buses, in
subway stations, inside trains, and at
airports.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Broadcast Media
Broadcast media are the most effective
means of advertising.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Television
•Television has an advantage over any
other medium because it combines sounds,
images, and motion.
•Some ads are so effective that they
become part of our everyday language.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Television
•TV ads can be shown on national, local, or
cable stations to reach any kind of market.
•An infomercial is a TV program, usually
30 minutes long, made to advertise a
product.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Television
The biggest disadvantage of TV ads is that
they can be very expensive to produce.
Advertisers also have to pay to broadcast
an ad during a TV show.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Radio
•Like TV ads, radio ads can reach a very
wide audience. ‘
•Radio ads use music, dialogue, and sound
effects creatively to get an audience’s
attention.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Radio
•Radio stations broadcast within certain
areas so they are a good medium for local
advertising.
•Advertisers can reach people on the move.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Webcasting
•A webcast is like a TV or radio broadcast but
it is sent and received over the Web.
•A webcast usually consists of a live broadcast
made by a Web camera (or “cam”) crew hired
to film a specific location or event.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Cyber Ads
•Cyber ads are ads that appear on the
Internet.
•Cyber ads are different from webcasts in
that they’re displayed like magazine ads.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Cyber Ads
•Pop-up ads appear for a few seconds when
you first log onto the Internet or when you click
on a site.
•Banner ads are displayed across the top or
bottom of the screen and remain there.
•Screen ads appear at the left or right of the
screen and can be printed for future reference.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Cyber Ads
•Cyber ads can be sent directly to people
on mailing lists and can include order forms
like direct-mail ads.
•Cyber ads have an added advantage in
that they can use sound effects and
animation.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Advertising Rates
The factors that determine advertising
rates are:
•
•
•
•
•
The size of an ad
The number of people it reaches
How often it appears
When it appears
Where it is placed
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Print Media
•Newspaper and magazine rates are based on
circulation, or the number of people who read
them.
•Newspaper and magazine ads are sold by the
inch on the page.
•Ads that appear on the front or back cover of
a magazine cost more than ads inside the
magazine.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Broadcast Media
•The cost of radio and TV ads depends on
the size of the audience.
•The cost to advertise on a national network
is much more expensive than on a local
station.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Broadcast Media
•The cost of radio and TV ads also depends
on what time of day an ad is shown.
•Advertisers also paymore for special
events like the Oscar Awards or the Super
Bowl.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Broadcast Media
•Radio and TV advertisers usually pay for
ads that are 10, 30, or 60 seconds long.
•Advertisers often hire media consultants
and ad agencies to put together advertising
packages for them.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
The Internet
•The cost of Internet advertising is based
on the size and format of ads.
•The length of time an ad runs also affects
the price.
•Internet advertisers pay a certain amount
for every 1,000 people that receive the ad.
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Business Building Blocks
Distinguishing Between Relevant and
Irrelevant Information
Information bombards you. On the job,
you’ll have to figure out what information
is necessary, or relevant. Other
information is irrelevant.
continued
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Business Building Blocks
Distinguishing Between Relevant and
Irrelevant Information
Relevant information will define, explain,
illustrate, or offer cause-and-effect
relationships concerning the main topic
you’re exploring.
continued
Introduction to Business, Advertising: The Art of Attracting an Audience
Chapter 14
Business Building Blocks
Distinguishing Between Relevant and
Irrelevant Information
If someone gives you irrelevant
information, ask questions that will
redirect his or her focus to what’s
important.
Introduction to Business, Advertising: The Art of Attracting an Audience