Transcript Advertisingx

Advertising
Types
• Promotional
– Increase Sales
• Institutional
– Favorable Image
Media
• Agencies, means, or instruments used to send
an advertising message
• Various Types
Print
• Examples
• Advantages/Disadvantages
Broadcast
• Examples
• Advantages/Disadvantages
Online
• Examples
• Advantages/Disadvantages
Specialty/Other
• Examples
• Advantages/Disadvantages
Planning and Selection
• Can it represent the product or business
image appropriately?
• Can it reach the desired target market?
• Will it get the desired response rate?
Other Pieces
• Cost
• Planning
• Ability to produce
• Message
Measuring Effectiveness
• Audience=number of people exposed to ad
• Impression=single exposure
• Frequency=number of times seen or heard
• CPM=Cost per 1,000 (Magazines and Nielsen)
Rates
• Vary by type
• Vary by size
Budgeting
• % of Sales
• All you can afford
• Competition matching
• Objective and task