Transcript Advantages
3.02 Advertising: a paid form of communication delivered by a product maker to consumers Types of ADVERTISING MEDIA 1. Publications 2. Broadcast 3. Direct-Mail 4. Online 5. Out-of-Home 6. Specialty PUBLICATIONS 1. PUBLICATIONS: Materials that are printed on a regular basis – Newspaper (local and national) • Coupon Ad • Sale Ad • Informational Ad – Types of Magazines: (Consumer or Business to Business) • • • • Trade Sports Special Interest Entertainment PUBLICATIONS ADVANTAGES LIMITATIONS •Loyal readership •Cost can sometimes be expensive •Can target a particular market segment •“Shelf life” is short •Can choose the size of the •Must plan months in advance advertisement space •Ads may not be noticeable with all •Always in the public eye other print BROADCAST: Radio, TV AND Cable ADVANTAGES DISADVANTAGES •Reach a larger audience •EXPENSIVE! •Demonstrates credibility •Needs to grab attention right away or •Gets attention faster than print media will loose audience •Demonstrates personality •(Change the channel) •Short time frame (30-45 seconds) BROADCASTING SPORTING EVENTS/GAMES •Sports Team earns revenue by selling broadcasting rights •Blackout Options: Broadcast of games instead of regular programming •Additional Broadcast Rights: Coach and Player interviews “ASSIGNMENT” 1. Create a list of print and broadcast media available in Statesville Name the Radio, Newspaper and Local Magazines Who is the person to contact for placing an ad? 2. Identify the following How often are they published/broadcasted? Who is the target audience? 3. List 3 sport teams or events that could benefit from advertising on each of the examples you generated from #1 Direct Mail Marketing • Direct Mail – Best method to target specific groups of customers, focus promotional efforts and gain the best results • Collateral Pieces – Letters – Postcards – Catalogs – Self-Mailer – Brochures - Business cards • Technology in direct mail – Miniature samples - Sound - Interactive use of online communication – QR codes DIRECT MAIL Advertising distributed directly to the potential consumer through the mail ADVANTAGES DISADVANTAGES •Targeted to very specific audiences •Cost: Postage and printing •Physical reminder •Time to create and maintain databases •Can address the customer specifically •Junk Mail throw away •Use a font that looks like handwriting** EFFECTIVE DIRECT-MAIL MARKETING CAMPAIGNS INCLUDE A CALL TO ACTION ENCOURAGING CUSTOMERS TO RESPOND OUT-OF-HOME MEDIA Reaches the customer away from home (Billboards, Airplane banners, Stadium Signage, Bus Ads) ADVANTAGES DISADVANTAGES •Repeated Exposure 24/7 •Low exposure time (Blink of an eye) •Most diverse population •Mass Marketing – no target marketing •Target specific geographic area •Builds positive associations** •Relatively Inexpensive SPECIALTY ADVERTISING Useful Items featuring an advertiser name or logo – Pens/Pencils – Coffee Mugs – Key Chains – Most Awkward Specialty Advertisements Specialty Advertising Advantages • Relatively inexpensive (pencils, hats, plastic cups) Limitations • Distribution is limited • Some people get them who would never buy from them TRENDS IN ADVERTISING MEDIA • Social Media – Twitter and Facebook advertising • Advertising on sports uniforms – NBA just approved for 2012-13 season • Adapt promotional messages for International Markets – Need to know different cultures so not to offend • Example: Concert performers