Transcript Advertising Presentation long version

Promotion
Advertising Media
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
How Many Ads to You See Each
Week?

The average person is
exposed to
approximately 2000
ads each week. Do
you see that many or
more?
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
What is advertising?
 Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods or services by an identified
sponsor.
• The time or space devoted to it is paid for
• It uses a set format to carry the message
rather than personal, one-on-one selling
• It identifies the sponsor of the message
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
How does advertising use a set
format?
 Advertisements are measured by time or
space
• A radio spot is usually 30 seconds long (time)
• A newspaper ad can be 1/4 page (space)
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
The Main Purpose of Advertising
 To sell products or ideas by presenting its
message so well that the customer will buy
the product or accept the idea presented.
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Promotional Advertising
 Promotional advertising is advertising that
is designed to increase sales by
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creating an interest in products
introducing new products and businesses
explaining a product
supporting personal selling efforts
creating new markets
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Institutional Advertising
 Institutional advertising attempts to create
a favorable impression (image) and
goodwill for a business or an organization
• Purpose is to develop a positive image by
presenting information about a company’s role
in the community, important public issues and
topics of general interest.
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Media
 Media are the agencies, means or
instruments used to convey messages
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Three Categories of Advertising
Media
 Print media
 Broadcast media
 Specialty media
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Print Media
 Print media can include any of the
following:
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Newspapers
Direct Mail
Magazine
Outdoor Advertising
Directory Advertising
Transit Advertising
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Why is Newspaper Advertising
Important?
 Approximately 55% of adults read the
newspaper everyday
 Do you read the newspaper?
 Do your parents or guardians read the
newspaper?
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
National, State and Local
 U.S.A. Today
 The Wall Street Journal
 The New York Times
 The Atlanta Journal/Constitution
 The LaGrange Daily News
 The Columbus Ledger/Enquirer
 The Harris County Journal
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
What is a shopper?
 Someone who likes to shop?
 A community newspaper that contains no
editorial content and is delivered free to
persons who live in certain areas (full of
ads)
 The LaGrange Shopper
 The Thrifty Nickel
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Advantages & Disadvantages of
Newspaper Advertising
 Large readership
 Known circulation (easy to target)
 Low cost
 Timely and flexible
• Wasted circulation
• Disposable (short lifespan)
• Poor quality advertising
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Magazine Classifications
 Local
 Regional
 National weeklies
 Monthlies
 Quarterlies
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Consumer Vs. Business
 Consumer magazines are read for personal
pleasure or interest
• Reader’s Digest, Vogue, Sports Illustrated
• Business magazines appeal to people with
general interest in business or a particular
field within business
– Business Week, Inc., Forbes, Marketing News
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Advantages & Disadvantages of
Magazine Advertising
 Easy to target your market
 Read slowly and thoroughly
 Good print quality
 Longer life span because they are kept an
extended period of time
• Less mass appeal within a geographic area
• More expensive than newspapers
• Not timely or flexible (long lead times)
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Direct Mail Advertising
(Junk Mail)
 Advertising that is sent directly to
prospective customers through the mail
 More than $80 billion in goods and
services sold annually through direct mail
 Have you ever bought anything through
direct mail advertising?
 What do you do with it when you get it?
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Advantages & Disadvantages of
Direct Mail Advertising
 Advertiser can be highly selective
 Flexible and secretive
 Wide choice of formats
 Can use coupons or other incentives
 Can directly make the sale
• Low level of response (-1%)
• High costs
• Poor image (junk mail) often not read
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
Outdoor Advertising
 Non-standardized outdoor signs are used
by local firms at their place of business or
in other locations throughout the
community.
 Standardized outdoor signs are available to
local, regional or national advertisers.
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Three types of standardized
outdoor signs
 Posters - Preprinted sheets put up like
wallpaper on outdoor billboards
(McDonalds)
 Painted bulletins - Painted billboards that
are changed every 6 months to a year
 Spectaculars - outdoor signs using lights,
moving parts and are situated in high
traffic areas or cities (Chick-Fil-A)
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Advantages and Disadvantages
of Outdoor Advertising
 Highly
visible
 Relatively inexpensive
 Permits easy repetition of message
 Can be geographically tailored for target
market
• Short message due to limited viewing time
• Unknown audience
• Government regulations
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Directory Advertising
 Alphabetical listing of businesses
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Relatively inexpensive
Found in 98% of households - all demographics
Kept for at least a year - not thrown away
Very inflexible due to being printed yearly
Wasted advertising (to non-target market)
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
Transit Advertising
 Using public facilities to advertise - such
as subways, on buses and taxis, in stations
 Reaches a wide and captive audience
 Economical
 Defined market (usually urban)
• Unavailable in smaller towns
• Subject to defacement
• Restricted to certain
travel destinations
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Broadcast Media
 Radio - 6+ years listening to the radio
 Television - 10+ years watching television
in 70 years
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Radio Advertising
 96% of people over 12 are reached by radio
 Prime time is morning and afternoon drive
times - advertisers guaranteed
concentrated audience
 Ads are available in 15, 30 or 60 second
time slots
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Advantages and Disadvantages
of Radio Advertising
Select an audience target their market
 Flexible - can change
quickly and easily
 Mobile (can be taken
anywhere - shopping,
jogging, hiking or
driving)
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Short life span
 Sometimes many
stations - have to
decide which to use or
use them all (more
expensive)
 Distractions - no
visual involvement
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“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Television Advertising
 The ultimate
advertising medium because
it can communicate with sound, action and
color
 Prime time is 7 p.m. - 11 p.m.
 Infomercials - 30 minute commercials
(Sham WOW!)
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Advantages & Disadvantages of
Television Advertising
All elements for
 Expensive - the
creative message
highest production
costs - too high for
 Believability
small businesses
 More personal &
 Audience size is not
effective
assured
 Can reach the masses
 Nuisance - channel
or target specific
surfing - leave during
interests
commercials
 Adaptable to special
“Get Into Entrepreneurship”
needs
Memory Reed
Harris Co. High
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Advertising in U.S. Schools
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Some oppose Channel One because they believe the
station misuses valuable educational time. Others are
offended by commercialization of the school environment
Advertisers hope students will become more aware of and
ultimately buy their products. Disadvantages include the
perception that the advertisers are forcing students to
watch TV advertising or use a particular product
College recruiters, yearbook ads, candy sale posters
Some people may see advertising in schools as forcing
products on a captive audience or may perceive
businesses as taking advantage of schools
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Specialty Media

Inexpensive, useful
items with an
advertiser’s name
printed on them usually given away
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Other Types of Advertising Media
 Sports Arena Billboards
 Movie theater commercials
 Hot air balloons, blimps, skywriting,
banners
 Shelf ads, shopping cart ads, coupon
machines, receipt ads
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Is there anything else we are
missing?
What about the
Internet?
 What advantages and
disadvantages might
there be?

“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
Media Rates - Services Available
 Standard Rate and Data Service - gives
rates for most major media according to
broad categories (print, broadcast)
 Audit Bureau of Circulation (ABC) - Print
media use this to verify circulation figures
because advertising rates are based on
circulation
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Classified Ads and Display Ads
 Classified ads can advertise everything
from services performed to houses for sale
to job openings (costs per word used)
 Display ads are creative illustrations of the
product being advertised. (costs for space
used)
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Newspaper Rates
Column Inch Rates - number of columns by
number of inches deep multiply by the rate
 Run of Paper rate - The newspaper chooses
where to run the ad - you don’t choose the
location
 Open Rate - Basic charge for a minimum amount
of space (non-contract rate)
 Contract Rate - Discounted rates for guaranteed
amount of advertising in a time period

“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
CPM
 CPM is the cost per thousand rate - the cost
of exposing 1000 readers to an ad
Cost of the ad X1000 = cost per thousand (cpm)
Circulation
 Used to compare the rates for different papers
with different circulations

“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Magazine Rates
Bleed - 1/2 or full page
ads are printed to the
very edge (no white
border) +15-20%
 Black & White - Lowest
rates - black & white
ads
 Color - Each color
adds more cost

Full color - 4 color
 Premium position - ad
placement in mag.
 Discounts - frequency,
commission, cash
 CPM - Cost per
thousand in
circulation
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“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
The Spot

Spot radio refers to
the geographical area
an advertiser wants to
reach with its
advertising. Identify
target market &
potential customers

Spot commercials are
advertising messages
of one minute or less
that can be carried on
network or spot radio.
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007
Different radio advertising
options
Network Radio advertising - a broadcast from a
studio to all affiliated radio stations throughout
the country (John Boy & Billy)
 National spot radio advertising - National firms
advertise on a local station-by-station basis. target markets
 Local radio advertising - local businesses
advertise for its target market
 Run of schedule - lets the radio station determine
“Get Into Entrepreneurship”
Reed
Harris Co. High
when to run theMemory
advertisement

School 2007
Television Rates
 Advertising rates vary with the time of day.
 Prime time is the most expensive - 7-11 p.m.
 Class AA time is prime time - other times
are Class A, B, C and D.
 Advertisers need to choose the time slot
that receives the most viewers in their
target market.
“Get Into Entrepreneurship”
Memory Reed
Harris Co. High
School 2007