4.02: Explain types of Advertising Media Marketing.
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Transcript of 4.02: Explain types of Advertising Media Marketing.
Notes (4.02)
Can win points or candy
With a partner or by self; first to find correct answer wins
I will call out questions at random; first to raise hand gets to answer.
4.02 Objectives
• Describe types of Advertising Media
• Discuss trends affecting advertising media
• Describe the two categories of broadcast media.
• Categorize purchase options for television advertising.
• Discuss the difference between local and network advertising.
• Describe types of direct-mail advertising.
• Explain types of Web advertising.
• Identify types of out-of-home media.
• Describe specialty advertising.
• Discuss the use of directory advertising.
• Explain the use of movie theater advertising
• Explain trends that are affecting advertising media.
Advertising Media
What is Advertising Media?• Channels of communication
• Information travels through them to consumers
Types of Advertising Media
Publications, Broadcast Media, Direct Mail, The Web, & Other
Advertising Media
What are Publications?• Materials that are printed on a regular basis
• Newspapers and magazines are good examples
Newspapers
• Newspapers are referred to as mass media due to large amount of people that read them
• When advertising in a newspaper consider the following:
• How often is the newspaper published?
• The size of the newspaper
• Broadsheet: Typical Newspaper
• Tabloid: National Enquirer
• What geographical area does is cover?
• National v. State v. Local
• Who is the target audience of the Newspaper?
• Conservative: New York Post, Chicago Tribune, & Wall Street Journal
• Liberal: New York Times. USA Today, Los Angeles Times
Advertising Media
Newspaper• High volume of readers (print, web, mobile)
• Easy for businesses to advertise in
• Advertisements are placed in sections most likely read by the target market• Most people skim the paper and read their favorites
• Less than a 1,000 newspapers in circulation
• Advertising is becoming more expensive• Take out smaller ads and supplement it with radio
Magazine
Consumer Magazines
• Magazines read for personal enjoyment
• Targeted towards a specific audience
• Example: Sports Illustrated, People, Cosmo, Seventeen, etc.
Business & Trade Magazines
• Business Magazine: Aimed at the general population of workers
• Trade Magazine: Aimed at specific areas of business or occupations
Advertising Media
Facts about Magazine & Newspaper Ads• Headline is critical
• Place ad on Front or Back if possible
• Pages 3, 5, 7, & 9 are best alternatives outside of targeted sections
• Top of page is better than bottom of page
• Use pictures of owner if possible because people buy from those they trust
• Include a call to action
Broadcast Media
Broadcast Media: Examples: Television & Radio
Time Media because their advertisements last as long as they are on the air
Mass media because of the amount of people they reach per advertisement
Television is considered to be the most influential, best selling type of media
Advertising options including local, cable, network channels, & satellite
Network advertising reached the most people but costs the most
Local advertising is least expensive and is best for smaller business
Examples: Infomercials, Hallmark Presents Program, QVC, Create your own channel(?)
Television
• 51% have cable television
• 26% have satellite television
• 1% have both cable and satellite
• 22% do not subscribe to any television
Local:
http://www.youtube.com/watch?v=f24t278rFMA
http://www.youtube.com/watch?v=GKWwnpi20kA
National
http://www.youtube.com/watch?v=PSM6Tv9g3Gc
http://www.youtube.com/watch?v=y7_LfUeSWWE
http://www.youtube.com/watch?v=aezWJsF7mBE
Radio
Radio is seen as an effective and affordable way to reach a targeted market
Radio station as a specific listening base
Radio is online & nationwide
Radio Example:
http://www.youtube.com/watch?v=4MuV_S6DfvE
How many times do you hear company name?
Direct Mail
Printed Mail Sales letters, catalogs, flyers, postcards
Relatively inexpensive
Could be considered junk mail
Must be sent to the right people
Electronic Mail Delivered to e-mail
Quick, easy, inexpensive
Could be perceived as junk
Opt-in-email marketing is when people sign up to receive notifications
The Web
• Fastest Growing Media Outlet
• Target specific groups & track user responses
• Create a company web site
• Customers could learn about your business
• Find contact information and locations
• Place orders online
• Place business ads on other people’s web sites or on a portal (Google, AOL)
Out of Home Media
• Poster panels/billboards• Could be painted on the side of a building
• Indoor billboards found in subways, office buildings
• Spectaculars – large, elaborate electrical signs
• Transit posters – advertisements on buses and bus shelters
• Human directionals – people wearing or holding signs to advertise for a business
• Aerial – blimps, hot air balloons, other airborne displays
Outdoor Media
Billboards: http://www.youtube.com/watch?v=DVe1sv1qcaY
Trucks: http://www.youtube.com/watch?v=g8qVVWllfys
Google: http://www.youtube.com/watch?v=Um-WL7FRANM
Taxis: http://www.youtube.com/watch?v=Fkg4Db0J5mA
List example of promotions
44 Ideas: http://www.youtube.com/watch?v=nJ4uCOJjDF8
Specialty Advertising
• Remind people about your business
• An item must pass three criteria to qualify as specialty media
• 1. Must have the business’s name or logo on it
• 2. Must be a useful item such as a pen or baseball cap
• 3. It must be given away
Directory Advertising
Informs people about how to contact a particular business, often with a telephone number, street address or Web address
Some (Yellow Pages) target a specific geographic area
May target a specific group of people such as students at a university or college
Movie Theatre Advertising & Product Placement
Movie Theater Increasing in popularity
Includes on-screen advertising before the presentation of the feature film as well as posters, stand-ups, and other ads in the lobby
Product Placement Product manufacturers pay millions of dollars for the right to use their brands as movie props
Hope viewers become loyal to their products
Brands in movies, TV and computer games continues to increase
Seinfeld Product Placement:
http://www.youtube.com/watch?v=M1HXXcVFySM
Telemarketing
Calling prospective customers on the phone as well as providing a number for people to call
Companies purchase 800-numbers so that customers can call toll-free
800, 888, 877, 866, 855
Most companies choose numbers that are easy to remember
1-800-directv
DVD and CD-ROM Advertising
Disney is very successful using DVD Advertising Customers can receive a free DVD upon request that introduces
them to Disney theme parks and hotels Want customers to be so excited that they immediately purchase
their Disney vacation package
CD-ROM Customers receive free computer software introducing them to a
particular program or Internet service Hope they purchase the real thing
Trends Affecting Advertising Media
A New Way to Talk Short messaging service (SMS): allows people to send text message advertisements over
cell phones Smishing: people pose as banks and send text messages requesting victims’ account numbers
and passwords If receiving an ad from a company you didn’t sign up for….they can get in trouble
Virtual Worlds Second Life
Advertisers can put up posters in Second Life malls Can rent out ad space at special Second Life businesses Can create an avatar for the company
Media
Avoiding advertisers Do-Not-Call registries Online pop-up ad filters Spam e-mail filters Podcasts
Human Billboards
http://www.youtube.com/watch?v=UcLcn7o8v7w