Transcript What is Advertising?

Advertising
An Element of
Promotion
Lesson Objectives
• Explain the concept and purpose of
advertising
• Identify the types of advertising
media
• Discuss planning and selection of
media
What is Advertising?
The non-personal
communication of ideas and
products by an identified
sponsor.
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)
Promotional Advertising
• Designed to increase sales of a company’s
products
• Create an interest in products
• Introduce new products and businesses
• Explain a product
• Support personal selling efforts
• Create new markets
Institutional Advertising
• Attempts to create a favorable
impression (image) and goodwill for
a business or an organization
• Presents information about a
company’s role in the community,
important public issues and topics of
general interest.
Medium/Media
• Agencies, means or instruments used to
convey messages
Print Media
• Written form
• Oldest
• More effective
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Newspaper
Magazine
Direct Mail
Outdoor
Directory
Transit
Broadcast Media
• Television
• Radio
• Internet
Specialty Media
• Inexpensive
novelty
items with an
advertiser’s name
• “Free” with no
obligation to buy
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Calendars
Pens/pencils
Hats
Key chains
Coffee mugs
The list is
endless
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Other Media
Sports arenas
Theaters
Home video rentals
DVDs and CD-ROMs
In-store
– Electronic shelf ads
– Instant coupons
– Floor
– Cart displays
– Sound systems
Digital Media
TV versus Digital Media
Television
• Standards for
advertising to children
• May not pressure or
mislead children
• Not allowed to
exaggerate product
characteristics
• advertising alcohol and
tobacco products to
minors is forbidden.
Digital Media
• Largely unregulated
• No national boundaries
TV versus Digital Media
Television
Digital Media
• Engages children
only as passive
consumers who just
watch and listen
• Engages children
interactively,
• Allows them to react
to the content
provided by the
marketer and
participate in online
environments
TV versus Digital Media
Television
Digital Media
• Time slots purchased to
appeal to specific markets
• Advertising on television
has a certain "look and
feel"
• Corporations create their
own programming.
• Build entire online
environments
• Collect information about
their present and future
customers.
• Blended into the content of
a Web site
• Lines are blurred between
advertising, entertainment
and information.
TV versus Digital Media
Television
Digital Media
• Traditional marketing
tools give advertisers
audience profile
• Children are anonymous
• Internet marketers can
collect data through
interactions:
– Registration forms
– Quizzes and surveys
– Computer ‘cookies’
Online Marketing Strategies
Banner Ads
• Most obvious strategy
• Sometimes flashing or animated
• Encourages ‘clicking’ to obtain
more information about products
Subtle Ads
• Virtual environments
• Key words
– World
– Village
– Town
– Clubhouse
– Planet
• Personalization
Other Strategies
• Trade Characters
– Brand recognition
– Brand loyalty
• Interactive games
and activities
• Downloadable
screensavers
• E-mail postcards
• Clubs
• Contests
Media Planning and Selection
• Process of selecting
ad media
• Deciding time/space
allocation
• Presents the product
and appropriate
business image?
• Targets desired
customer?
• Results in desired
response rate
(cost-effectiveness)
ADVERTISING
An Element of
Promotion