Transcript Advertising Exposure

Numbers and what they mean
Ways We’re Exposed:
Television
Radio
Newspapers
Magazines
Websites
Billboards
Telemarketing
Store Displays
Email
“Snail” Mail
Blogs
Facebook
You Tube
Twitter
Peddlers
Bus Benches
Taxi Cabs
Buses
Subway
Trains
Trade Shows
Sandwich Boards
Movie Theaters
Freebies- pens, magnets
Airplanes
Figures vary widely as to
how many
advertisements
Americans are exposed
to daily.
 Researcher claims range
from more than 200 to
more than 3,000
 Some research contends
245 is the most accurate
number

Place Ad Here!
Television
108
Radio
34
Print
112
Even the 245 is "potential" and
perhaps only half are real
exposures.
 The higher estimates probably
include all marketing exposure
including being in the vicinity of
product labels or actual products
with trademarks visible, such as
your car, computer, fax, phone,
shirt, pencil, paper towel in the
bathroom, etc.
 Just think, if we were really exposed
to 3000 advertising messages per
day, at an average of just 10
seconds apiece (accounting for
radio 60s and brief exposure to
billboards), these exposures would
consume 8.33 hours out of our 16
waking hours per day.”
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Source: The Advertising Media Inter Center Website
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Which ever figure you believe-- we are exposed to a
LOT of advertising
Link to research, criticism and commentary on this
issue
And who can argue that advertising today is overly
sexual?
“Sex sells” is a flippant response. But some say there
are serious consequences. Video
Cutting through the clutter is an advertisers key
challenge today
Does advertising use psychological tricks? Some say
it just good old-fashioned salesmanship. Video
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Advertising writers and
designers understand
Maslow’s Theory of Needs.
From a marketing
communication standpoint,
these Needs can be summed
up as follows:
› Comfort- avoid pain and
›
›
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›
discomfort, convenience
Security- physical and
financial
Stimulation- aesthetic,
physical
Affiliation- esteem, respect
Fulfillment- self-satisfaction,
status

To hook customers,
advertisers also understand
and practice a process
known as AIDA– attention,
interest, desire and action

Attention: How do you
get someone who is
bombarded with
hundreds if not
thousands of messages a
day to look at your ad or
commercial? If you’re a
writer one way is to use
powerful words, or if
you’re an art director,
you need a picture that
will catch a person’s eye

Interest: Once you
capture a person’s
attention, he or she will
give you a little more
time to make your point,
but you must stay
focused on the reader or
viewer’s wants and
needs. This means
helping them to quickly
sort out the messages
that are relevant. In
some cases, you might
use bullets and
subheadings to make
your points stand out

Desire: You’ve got
them interested, now
reinforce that by
helping them
understand how what
you’re offering can
help them in a real
way. Do this by
appealing to their
personal needs and
wants.

Action: OK, the
reader or viewer is
hooked. Now what
do you want them to
do? Visit a website?
Take a test drive? Call
for information? Plunk
down some cash?
Advertisers should be
very clear about what
action you want
interested people to
take.