ADVERTISING MEDIA
Learning goals:
 Understand the purpose of advertising
 Understand how different types of media
are used
 Understand how media costs are
calculated
Purpose of advertising:
 To present its message so well that the
customer will buy the product or accept
the idea presented.
 Gives people the information needed
about a product.
 Way of pre-selling a product
Promotional advertising- advertising
designed to increase sales.





creates an interest
introduces new products
explains a product
supports personal selling efforts
creates new markets
Institutional advertising- attempts to create a favorable
impression for a business or an organization.
Ex. Environment, public health, education.
Product promotion: Convinces potential customers to buy
products
 Primary focuses on the
product and its uses
 Secondary focuses on a
specific brand
Media- agencies , means, or instruments used
to convey messages.
TYPES OF MEDIA
 Print
 Broadcast
 Online
 Specialty
PRINT MEDIA
 Think of two advantages
and two disadvantages of
print media.
Newspaper Advertising
Advantages
 Newspapers have a large
readership and a high level of
reader involvement.
 They have a known
circulation, so businesses
using newspapers can target
their specific market.
 Cost is relatively low.
 Newspapers are timely, and
advertisers can easily change
ads.
Disadvantages
 Wasted circulation ( papers
being sent outside of the
target market).
 Life of the advertisement is
limited. Papers are thrown
away daily.
 The quality of reproduction is
poor. Usually black- and –
white.
 Think of two advantages (things) that
make magazine ads a primary choice of
advertisers.
Magazine advertisements:
Advantages
 Businesses can target
their audiences because
the circulation of their
readers is known.
 Magazines are normally
read slower.
 Print quality is good.
 Have a longer life span
and are often reread.
Disadvantages
 Magazines have less
mass appeal
geographically.
 More expensive than
newspaper.
 Not as timely. Usually
once a month.
Direct-mail (e-mail) Advertising:
Sent through the mail to the prospect. (Direct mail sells over 80
billion in goods and services for advertisers. Ex. Coupons, samples,
catalogues, circulars.
Advantages
 advertiser can be highly
selective on who will receive
the mailer.
 Advertiser can be sensitive
 Has a wide variety of sizes
and formats to choose from.
 Advertiser can use coupons
or other incentives to get
customers to try the product.
 Customers can order from
catalogues directly from home
making purchases
convenient.
Disadvantages
 There are a low number of
responses compared to the
amount of material sent out.
 It is very costly. Must pay for
printing, sending through the
mail, mailing lists.
 Many people consider direct
mail to be junk mail.
 List five companies that
you have received mail
from in the last week.
Outdoor Media
The use of outdoor signs or billboards for advertising.
Standard outdoor signsplaced near highly traveled roads and
freeways.

Posters – pre-printed sheets put up
like wallpaper on outdoor billboards
and re changed three of four times a
year.

Painted bulletins – painted
billboards that are changed every 6
months to a year.

Spectaculars – outdoor advertising
signs that use lights or moving parts.
(Las Vegas)
Nonstandard- used by local firms at
their place of business.
Directory (online) Advertising
Advertisements placed in alphabetical listings of businesses.
(Yellow pages)
Advantages
Disadvantage
 Relatively
 Advertisements can’t
inexpensive.
be changed until the
next year.
 Found in over 90% of
American
households.
 Usually kept for at
least a year when
they are replaced.
Transit Advertising
Uses public transportation facilities to bring advertising to people.
(Printed posters found in commuter trains, exterior posters on buses or
taxis, stationed posters found near subways and in airports.
Advantages
 Reaches a large
audience.
 Economical
 Has a defined market
(usually urban).
Disadvantages
 Often unavailable in
smaller towns.
 Subject to
defacement.
 It is restricted to
certain travel
destinations.
DAILY JEOPARDY
BROADCAST MEDIA
Radio and television advertisements. The average person who
lives 70 years will spend 10 years watching T.V.
Radio Advertising:
it is estimated that radio reaches 96% of all people ages 12 and
over. Best time for advertising is in the morning and in the
evening.
Television Advertisements:
The ultimate advertising for most because it can communicate a
message with sound, action, and color.
SPECIALTY MEDIA
Relatively inexpensive, useful items with an advertisers
name on them. ex. Coffee mugs, hats, key chains.
OTHER ADVERTISING MEDIA
Blimps, sky writing, airplanes pulling banners.
MEDIA COSTS
The cost for advertising in newspapers, magazines, radio, online,
and television.
 Newspaper rates: classified & display
 Classified: pay a set rate for the ad
 Display: By the column inch
(# of inches x # of columns) x rate = cost of the ad
4
x
3
x $17 = $204
Magazine rates:
 Bleed
 Spread
 Premium position
 Frequency discounts
*Radio rates:

-Network radio adv. – broadcast from a studio to all affiliated radio
across the country.

-National spot radio adv.- used by national firms to advertise on a
station-by-station basis.

- Local radio adv. – used by local businesses for its target market.

- $ is determined by station and times of advertising.

-spot radio- refers to the geographical location an advertiser
wants to reach.

-spot commercials- advertising commercials of one minute or less.
Television Rates:
 * Rates vary with the time of day and
programs.
-prime time hours are (7-11 p.m. )
known as class AA time.
-Less expensive classes A, B, C, D.
COST PER THOUSAND (CPM)
 The cost of exposing 1,000 readers to an
ad.
cost of the ad x 1,000
circulation (audience)
= CPM
CPM
 Cost of the ad = $500
 Circulation is =500,000
$500 x 1,000
500,000
= $1 per 1,000 readers
DAILY JEOPARDY