3.023.02

AdvertisingAdvertising

TermsTerms

Advertising: Any paid, non-Advertising: Any paid, non-personal form of communication personal form of communication by an identified sponsor by an identified sponsor Examples include: TV Examples include: TV commercials, magazine commercials, magazine advertisements, direct mail, and advertisements, direct mail, and the Internetthe Internet

Forms of AdvertisingForms of Advertising

Print: newspaper and magazinePrint: newspaper and magazine Broadcast: radio and televisionBroadcast: radio and television Direct mailDirect mail Out of HomeOut of Home SpecialtySpecialty Endorsement: approval by external Endorsement: approval by external

sourcesource Testimonial: statement by user of the Testimonial: statement by user of the

productproduct

Types of publication mediaTypes of publication media

NewspapersNewspapersMagazinesMagazinesFlyersFlyersBrochuresBrochures

Types of broadcast advertisingTypes of broadcast advertising

TelevisionTelevision Local broadcast affiliatesLocal broadcast affiliates

ABC/NBC/CBS/FOXABC/NBC/CBS/FOX Cable networksCable networks

ESPN/BET/CNN/FXESPN/BET/CNN/FXRadioRadio

Local radio stationsLocal radio stations Satellite radioSatellite radio

Types of direct-mail advertisingTypes of direct-mail advertising

LettersLettersBrochuresBrochuresCouponsCoupons

Types of Web AdvertisingTypes of Web Advertising

Banner adsBanner adsPop-up adsPop-up adsE-mailE-mail

Types of out-of-home mediaTypes of out-of-home media

Focuses on consumers “on the go”Focuses on consumers “on the go”BillboardsBillboardsStreet furnitureStreet furnitureTransitTransitAlternativeAlternative

Specialty advertisingSpecialty advertising

Include “everyday” items Include “everyday” items with a company name written with a company name written on themon themExamples include: calendars, Examples include: calendars, pens, magnets, and coffee pens, magnets, and coffee mugsmugs

Examples of "other media”Examples of "other media”

Examples include: blimps, Examples include: blimps, supermarket carts, hot air supermarket carts, hot air balloons, and in-theater balloons, and in-theater advertisementsadvertisements

Advantages of print advertisingAdvantages of print advertising

Newspapers: most common Newspapers: most common and the most cost effective and the most cost effective type of print media type of print media Most effective for local Most effective for local businesses that are trying to businesses that are trying to reach a specific geographical reach a specific geographical marketmarket

Limitations of print advertisingLimitations of print advertising

Material can be dated Material can be dated Long lead times till publicationLong lead times till publicationDecreasing readership of Decreasing readership of newspapersnewspapers

Advantages of broadcast advertisingAdvantages of broadcast advertising

Most effective form of advertisingMost effective form of advertisingUses sound, motion and emotionUses sound, motion and emotion

Limitations of broadcast advertisingLimitations of broadcast advertising

Very expensiveVery expensiveIncreasingly fragmented audiencesIncreasingly fragmented audiencesDVRsDVRs

Advantages of direct-mail advertisingAdvantages of direct-mail advertising

Able to target by geographic areaAble to target by geographic areaAble to target using database infoAble to target using database infoImpart necessary information to Impart necessary information to marketmarket

Limitations of direct-mail advertisingLimitations of direct-mail advertising

Low response rateLow response rateIncreasingly expensive to mailIncreasingly expensive to mail

Advantages of out-of-home mediaAdvantages of out-of-home media

Can be eye-catchingCan be eye-catchingAudience may have no option to avoid adAudience may have no option to avoid adAdditional medium for companies to reach Additional medium for companies to reach target markettarget market

Limitations of out-of-home mediaLimitations of out-of-home media

Difficult to measure effectivenessDifficult to measure effectivenessCan be limited by government Can be limited by government regulationregulationMessage can get lost in clutterMessage can get lost in clutterMay be hard to narrow message to May be hard to narrow message to target markettarget market

Expanding InternationallyExpanding Internationally

Adapt promotional messages for Adapt promotional messages for each marketeach market Tailor language/attire/gestures & Tailor language/attire/gestures &

advertisingadvertising Do not rely on literal translationsDo not rely on literal translations

Trends in advertising mediaTrends in advertising media

Interactive advertisingInteractive advertisingProduct placementProduct placementSocial networkingSocial networkingOnline advertisingOnline advertising