Transcript A PowerPoint presentation summarizing the major points in the

Using Paid Advertising
Copyright © 2014 by The University of Kansas
What is advertising?
Paid "air time" on radio or television, or
page space in newspapers or magazines.
Copyright © 2014 by The University of Kansas
Types of Advertising
• Broadcast advertising
• Usually 10-, 20-, 30-, and 60-second spots
• Production usually available
• Print advertising
• Ads measured in inches
• Ad sizes are referred to in terms of the page layout
Copyright © 2014 by The University of Kansas
Other media
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Outdoor advertising
Bumper stickers
Phone card advertising
Ads in elevators, public restrooms, automated
teller machines, etc.
• Direct mail advertising
Copyright © 2014 by The University of Kansas
Why pay for ads?
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To increase name recognition
To reach the audience you want
To have more control over the message
To have control over when and how often your
message is broadcast or printed
• To turn back claims or criticism of your
opponents
Copyright © 2014 by The University of Kansas
When should you advertise?
• What you want to accomplish & can you afford
enough ads to do so?
• Can you use it to respond to attacks or current
events?
• Can you use it to make facts more interesting?
• Can you use it to thank your supporters?
Copyright © 2014 by The University of Kansas
How to advertise
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Decide whether to work with an agency
Decide on target audience
Decide on the medium
Come up with a budget
Produce your ad
Know and meet deadlines
Follow up by tracking its appearance and trying
to gauge its effectiveness
Copyright © 2014 by The University of Kansas