Advertising and Sales Promotion
Chapter
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CHAPTER 7
Advertising and Sales Promotion
Advertising Media
7.1 Traditional Advertising Media
7.2 The Internet and Advertising
7.3 Alternative Forms of Advertising Media
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Advertising and Sales Promotion
7.1 Traditional Advertising Media
Goals
Describe traditional types of advertising media.
Identify advertising media selection criteria.
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Advertising and Sales Promotion
7.1 Traditional Advertising Media
Terms
Media – channels of communication used to send
a message to the target market
Reach – total number of people who will be
exposed to an advertisement over a period of
time
Frequency – number of times a person is exposed
to an advertisement
Lead time – the amount of time require to
produce and place an advertisement
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Advertising and Sales Promotion
Types of Advertising Media
Types of Advertising Media – television is the
dominant form, though the internet is quickly
gaining popularity
Television advertising – usually comes in the
form of commercials and infomercials
Advantages – have the ability to use sight, sound,
and motion to provide creative opportunities
Disadvantages – high cost
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Advertising and Sales Promotion
Types of Advertising Media
 Radio advertising – listeners can be segmented by
demographics
 Print advertising – creative headlines and appealing
visual images are necessary
 Newspapers – reach a large number of people and are
relatively inexpensive
 Magazines – can target specific markets but are relatively
expensive
 Direct mail – can be a highly segmented advertising
strategy
 Flyers and brochures – widely distributed and are
inexpensive
 Outdoor advertising – effective at reaching a large audience
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Advertising and Sales Promotion
Media Selection Criteria
Reach
Frequency
Lead time
could be the most important factor when it
comes to selecting advertising media
Cost per thousand – the dollar cost of reaching
1,000 members of an audience

cost of media
CPM =
× 1,000
total audience
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Advertising and Sales Promotion
7.2 The Internet and Advertising
Goals
Describe various types of Internet advertising.
Explain what factors businesses should consider
when using Internet advertising.
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Advertising and Sales Promotion
7.2 The Internet and Advertising
Terms
Online advertising – form of promotion that uses
the Internet as the advertising medium
Spam – unwanted online communication that is
sent out in mass
Banner ad – small, rectangular advertisement that
appears at the top or side of a web page and
contains a link
Pop-up ad – online advertisement that opens on
top of the current page being viewed
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Advertising and Sales Promotion
7.2 The Internet and Advertising
Terms
Search engine ad – known as a paid search
because the advertiser pays the search engine to
place ad near relevant searches
Blog – website maintained by an individual or
business where posts are public access
Social media – websites where users create and
share information
Phishing – an internet scam in which an email
falsely claims to be a legitimate business or
organization to get personal information
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Advertising and Sales Promotion
The Internet’s Role in Advertising
Types of online advertising
E-mail advertising – quickest and easiest way to
reach customers
Banner and pop-up advertising – becoming more
sophisticated with video and animation
Search engine advertising – allow businesses to
target people who are searching for words or
topics related to the business
Website advertising – good choice for startup
companies with limited capital
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Advertising and Sales Promotion
The Internet’s Role in Advertising
 Types of online advertising
 Blogs – having a company’s brand on a consumers’ blog is
a powerful word-of-mouth tool
 Social media advertising – advertisers have been shifting to
social media due to advancements in technology
 Twitter – businesses use this site for market research,
advertising, public relations, and other marketing activities
 Advantages and disadvantages of online advertising –
advantages include being able to reach a broad
audience and a disadvantage is that companies cannot
control what others post
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Online Advertising Considerations
Online Advertising Considerations – before
starting a business should understand the cost
and be able to track the effectiveness
Costs of online advertising- cost-per-click,
cost-per-thousand impressions, and cost-peraction
The effectiveness of online advertising –
companies counts hits, page views, visits, and
unique visitors
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7.3 Alternative Forms of
Advertising Media
 Goals
 Recognize alternative forms of advertising media
outlets.
 Describe the latest advertising media trends.
 Terms
 transit advertising
 aerial advertising
 cinema advertising
 product placement
 mobile advertising
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Other Advertising Outlets
Transit advertising
Aerial advertising
Cinema advertising
Product placement advertising
Directory advertising
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Latest Advertising Media Trends
Video advertising
Mobile advertising
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