Marketing Co-Op
Any paid form of nonpersonal promotion of
ideas, goods, or
services by an
identified sponsor
The average person is exposed
to 2,000 advertisements each
week
Promotional Advertising
– the goal is to
increase sales
Institutional Advertising
– the goal is to create
a favorable image
Enables companies to reach large
numbers of people with their message
Ex: Television and Radio
The agencies, means, or instruments used to
convey advertising messages to the public
Four categories
Print – newspaper, magazine, direct
mail, outdoor, transit
Broadcast – TV, radio
Online – banner and pop-up ads
Specialty – pencils, cups, lanyards
Includes advertising in
newspaper, magazine,
direct mail, signs, and
billboard
One of the oldest and most
effective types of
advertising
In 2004 there were 1,456 local daily
newspapers in the US
Why they work…..
Usually offer a variety of options for size,
location, and frequency
Makes it easy for companies to select
what best suits their budget and
advertising goals
It is estimated that 55% of adults
in the US read a newspaper
everyday
Shoppers – offer very little
editorial content, but are
delivered free to residents who
live in a specific area
Pros
 Cheapest
form of
print advertising
 Reaches specific
region (target market
for local businesses)
Cons
 Limited
shelf life
(usually thrown
away daily)
 Usually printed in
black and white (not
very visually
appealing
Can be distributed
locally, regionally, or nationally
Can be published
weekly, monthly, or quarterly
Time Magazine – National
weekly magazine
Southern Living – Regional
magazine
Vogue Magazine – National
monthly magazine
Brides Magazine – National
quarterly magazine
Classified as consumer or business to
business
Consumer – read for personal pleasure
ex: TV guide, Sports Illustrated, Seventeen,
Readers Digest
Business to Business – trade publications,
interest professionals in a specific field
ex: Advertising Age, Women’s Wear Daily
Pros

Can reach a very targeted
Cons

newspapers
audience with little wasted
circulation

Cost is much higher than

Usually deadlines are a month
People tend to keep them for a
or two before publication
long time
(requires careful planning)

Usually gets passed on to others

They are usually read much slower

Ads are printed in color and are
usually very eye catching

Ads can not be time sensitive
Highly focused form of advertising
Printed – mailed to homes
Electronic – sent through e-mail
Good way to keep CURRENT customers up
to date on new products, services, and
promotions
Cost effective way to generate leads for
personal selling
Can take many forms:
Newsletter
Catalog
Coupon
Sample
Invitation
Two Types
Standardized –only come
in standard sizes like
billboards, posters and
spectaculars
Nonstandardized – signs
companies put up in
their place of business
or in other local
locations (custom
made)
 Spectaculars
– out door
signs that are purchased
or rented from
advertising companies
that use lights and
moving parts to attract
attention
Pros
Cons
 Highly
 Limited
visible
 Relatively
Inexpensive
 24-7 message
 Reaches large
number of people
viewing time
 Inability to target a
specific target
 Government
regulations on location
 Only changes every
six months or longer
Advertisements found on public transportation
 Taxis
 Trash
 Buses
 Subways/metros
 Trains
 Airports
 Public
benches
 Bus
cans
stops
 Public
benches
 Reaches
a wide,
sometimes captive
audience
 Economical/inexpensive
 Has
a defined target,
usually geared toward
urban areas
 Still
a small part of overall advertising,
but is growing steadily as the internet
becomes more and more influential
• Online sales in 2006 - $9.7 million
 Banner
Ads – most popular form of online
advertising
• Usually rectangle, and found at the top, bottom
or side of a web page
 Button
Ads – similar to banner ads, but
they are placed in strategic positions on
the page
Banner Ad
Button Ad
 Pop
Up Advertisements – TV-like spots
that pop up between web pages
• Viewer must click on the ad to go to the website
or close the window to resume surfing
 Only
1% of people actually click on these
kinds of ads
Pop Up Ad
Giveaways
usually inexpensive novelty items that
can be used by consumers that feature
the companies name or logo
•
•
•
•
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Pens
Cups
Calendars
Hats
Magnets
Invention of Lying Clip
 Get
the Orange Textbooks
 Complete the questions from Chapter
19.1
• Questions 1-3 on page 408
• Questions 2-6 on page 417