Transcript Using Paid Advertising

Using Paid Advertising
What is advertising?
Paid “air time” on radio or television, or page
space in newspapers or magazines.
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
Other media
•
•
•
•
Outdoor advertising
Bumper stickers
Phone card advertising
Ads in elevators, public restrooms,
automated teller machines, etc.
• Direct mail advertising
Why pay for ads?
•
•
•
•
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
When should you advertise?
• Decide what you want to accomplish & if you
can afford enough ads to do so?
• Decide if you can you use it to respond to
attacks or current events?
• Decide if you can use it to make facts more
interesting?
• Decide if you can you use it to thank your
supporters?
How to advertise
1.
2.
3.
4.
5.
6.
7.
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