ADVERTISING MEDIA
“Copyright and Terms of Service
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the property of the Texas Education Agency and may not be reproduced without the express written permission of the
Texas Education Agency, except under the following conditions:
1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the
Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the
Texas Education Agency;
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approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the
payment of a licensing fee or a royalty fee.
Call TEA Copyrights with any questions you have.
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KEY TERMS
Advertising- A paid-for form of communication.
Promotional Advertising- When the goal is to
increase sales.
Institutional Advertising- Used to create a
favorable image for a business.
Infomercial- A long advertisement that looks
like a talk show and is 30 minutes long.
Copyright © Texas Education Agency, 2012. All rights reserved.
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KEY TERMS
• Media- The agencies, means or
instruments used to convey advertising
messages.
• Print Media- Includes advertising in
newspapers, magazines, direct mail, sign
and billboards.
• Transit Advertising- Any advertisement
that can be found on public
transportation.
• Broadcast Media- Advertising that
encompasses radio and television.
Copyright © Texas Education Agency, 2012. All rights reserved.
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KEY TERMS
•
•
•
•
•
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Online Advertising- A form of advertising that
uses either e-mail or the World Wide Web.
Media Planning- The process of selecting the
advertising media and deciding the time or
space in which the ads should appear.
Audience- The number of homes or people
exposed to an ad.
Impression- A single exposure to an ad.
Frequency- The number of times an audience
sees or hears and ad.
Cost Per Thousand- The media cost of exposing
1,000 readers or viewers to an advertising
impression.
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INSTITUTIONAL ADVERTISING
VS.
PRODUCT OR PROMOTIONAL
ADVERTISING
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TYPES OF PRINT MEDIA
• Newspaper
• Magazine
• Direct Mail
• Directory Advertising
• Outdoor Advertising
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BROADCAST MEDIA
TELEVISION ADS
• Ultimate advertising medium for many
businesses
• Combines all creative elements: sight,
sound, action and color
• Most T.V. ads are 30 or 60 second spots
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BROADCAST MEDIA
RADIO
• Reaches 96% of people 12 years and
older within a week
• Can be heard just about anywhere
• Cost effective
• Targets specific segments of the radio
listening market
• Radio ads are 10, 20, 30 or 60 second
spots
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IDENTIFY AND EVALUATE
ELEMENTS OF ADVERTISING
MEDIA
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IDENTIFY AND EVALUATE ELEMENTS
OF ADVERTISING MEDIA
• Audience
• Impression
• Frequency
• Cost Per Thousand (CPM)
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WHAT GETS TO YOU?
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