3.02 Guided Notes
1.
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Define Advertising Media
a. Advertising Media:
i. Channels of ______________________________ – _____________________ travels through them to
_____________________________.
1. Types of Advertising Media:
a. _______________________________
b. ____________________________ Media
c. Direct _______________
d. The _________________
e. Out of _________________ Media
f. Other Media
2.
Types of Publication Media
a. Publication (_____________________) Media
i. Includes newspapers and magazine that are _______________________ on a
________________________ basis
b. Types:
i. _________________________________
ii. _________________________________
iii. _________________________________
3.
Types of Newspaper Advertising
a. Based on:
i. How __________________ they are published: daily, weekly
ii. Their ___________________: broadsheet size, tabloid size
iii. What _________________________ areas they cover: national, locally
iv. _______________ they are intended to _______________:
1. Wall Street Journal focuses on business
4.
Print Advertising Advantages & Limitations
a. Advantages:
i. Reaches a ____________________ audience
ii. Low ________________, ___________________, and easy to ____________________
iii. __________________ can place an ad, so it is popular among _________________________
iv. ____________________ of advertisement _______________ and ____________________
v. Reaches customers ________________
3.02 Guided Notes
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vi. Target a specific ________________________ market.
1. Ex: Charlotte Observer and South Charlotte Weekly
b. Limitations:
i. Wasted _____________________________.
ii. Short ___________________________. Discarded shortly after reading.
iii. Poorer __________________ and ____________________ quality
5. Categorize types of Magazines
a. _____________________________ Magazines
i. Read for __________________________ enjoyment
ii. Target a very ___________________ audience, people who enjoy reading about celebrities,
sports, or computer games
iii. People, Sports Illustrated
b. ___________________________ Magazines
i. Appeal to individuals in all different __________________________.
1. Business Week, Fortune
6. Magazine Advertising Advantages and Limitations
a. Advantages:
i. _________________ circulation.
ii. Readers tend to ________________ magazines for a long time.
iii. ________________ quality color and pictures
iv. Target market based on ____________________________. Ex: Sports Illustrated for Kids
v. Target market based on _____________________. (Psychographic) Ex: Golf Digest
b. Disadvantages:
i. __________________________ Preparation needed - raising the ___________________
ii. _______________________ preparation times - information is _______________ timely
iii. ____________________________
7. Types of Broadcast Media
a. Television
i. __________________________ TV advertising (ABC, CBS, NBC, Fox)
1. Reaches a very _________________ audience
2. Extremely _______________________
ii. __________________ or _______________________
1. Targets a more _______________ audience
3.02 Guided Notes
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2. ________________ expensive than network TV
iii. ________________________
1. Relatively ____________________________
2. __________________ specific audience
iv. __________________________: 30-minute commercial (QVC)
8. Television Advertising - Advantages and Disadvantages
a. Advantages:
i. The experience of __________________, ____________________ and _________________ makes it
believable and easy to remember
ii. TV is the most ______________________, _____________________ type of ad media
b. Disadvantages:
i. Very ____________ Costs
ii. Message has ______________ lifespan
iii. Lengthy ___________________ times
9. Radio
a. __________________________ and ___________________ way to reach your target market
b. Targets a very specific group of consumers
10. Radio Advertising: Advantages and Disadvantages
a. Advantages:
i. Consumers _______________ in cars, home and at work
ii. ______________ costs
iii. __________________ preparation time
iv. Target specific __________________________ markets
v. Target specific __________________________ markets
1. Ex: Spanish-speaking stations
vi. Target specific _______________________ markets
1. Ex: Sports, Country, Top 40
b. Disadvantages:
i. Does not provide a _______________________ impact
ii. Message has ___________________ lifespan
iii. Commercial _______________________
iv. I-pods, I-pads, E-books, Cell phones . . . Who is listening to radio?
11. Types of Direct-Mail Advertising
3.02 Guided Notes
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a. Direct Mail Advertising: Advertising that is distributed __________________ to the potential
consumer through the __________________
b. Types:
i. ________________ mail
ii. ___________________ mail
12. Advantages and Disadvantages
a. Advantages:
i. Little _________________ circulation
ii. Can be very cost effective
iii. Target market can be segmented in ______________ ways
1. Customer __________________________
2. ____________________________ address the customer
iv. _____________________ are easy to ______________________
b. Disadvantages:
i. Can be considered “_______________ mail”
ii. ________________________ cost of ____________________
13. Explain Advertising on the Web
a. _______________________ growing ____________________ outlet
b. Can target a very specific audience
c. ____________________ user response (who is responding to ads)
d. ____________________ brand awareness
e. ____________________ advertising reach beyond the __________________ market
f. To advertise online
i. Create a company __________________ for customers to learn about the business, contact
info, locations and place orders
14. Types of Out-of-Home Media
a. Any type of message that reaches the customer __________________________ of their home.
b. Types:
i. _____________________ Panels/__________________________
ii. _____________________________
iii. ____________________ posters
iv. ___________________ billboards
v. ___________________ directional
3.02 Guided Notes
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15. Out-of-Home Advertising: Advantages and Disadvantages
a. Advantages:
i. _______________________ Viewing.
ii. Target specific __________________________ area.
iii. Exposure ____________.
b. Disadvantages:
i. Only a _________________ message.
1. Due to _________________ exposure ______________.
ii. ______________________ segmentation.
16. Types of “Other” Advertising
a. ____________________________ media remind people about your business
i. must have business ____________________ or __________________
ii. Must be _______________________ (pen, baseball cap)
iii. Must be _________________ away
b. ___________________________ advertising
i. Informs people about how to __________________ businesses with a street address or
Web address
c. Movie _______________________ advertising
d. Product _________________________
i. Manufacturers pay millions for the right to use their brand as _______________ props
e. ________________________________
f. ______________ and __________________ advertising
g. Short Messaging Service (____________): ads over _______________ messages
i. _______________________: __________________ activity that involves posing as a
__________________________ institution or other business and sending
________________________ text messages requesting personal information
h. ________________________ billboards: ads placed on arms, chests, foreheads, etc.
17. Advantages & Disadvantages of “Other Promotional” Media
a. Advantages
i. Reach target market in a _________________, ____________________ manner
ii. _______________ cost per contact
iii. Market segmentation use is ______________ good
iv. _______________________________
3.02 Guided Notes
b. Disadvantages
i. Message is _____________________
ii. Consumers are not ____________________ on your subject matter
iii. May ______________ be your target market consumers
iv. _________________ of good method to _______________________ effectiveness
18. Trends in Advertising Media
a. _________________ Media
i. Twitter and Facebook advertising
b. Advertising on ___________________ uniforms
i. NBA just approved for 2012-13 season
c. _____________________ before _________________ Video
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