Transcript Ind. 4.02(A) – Explain the types of advertising media

MARKETING
 Assignment: Each group will get a topic and will have
to create a poster on researched information
 Define – in your own words (can use books or
internet).
 Give advantages and disadvantages
 Give examples
 Have relevant pictures.
 Be ready to teach idea – poster should be creative
and visually appealing! (POSTER BOARD in back)
 You have 30 minutes
 When complete pick up the MAGIC SQUARES: PROMOTION
ON THE FRONT TABLE AND COMPLETE.
 Continue to work on your poster;
you have 10 minutes.
 When complete:
 Take out a piece of paper and take
notes on your poster
 Label it 4.02 NOTES
 Advertising media are channels of communication
 Information travels through them to consumer
 Mass media - advertisement they reaches a lot
of people at the same time. EXAMPLES?
 Publications
 Newspapers
 Reach a large audience
 Just about anyone can place an ad in a newspaper
 Newspapers are divided into sections that are useful
in promoting different kinds of products
 Newspapers vary based on:
 How often they are published
 Their size
 Geographic area they cover (national, regional,
local)
 Whom they are intended to target
 Publications
 Magazines
 Appeal to a very specific target audience
 i.e. Golf Digest for golfers, Teen Vogue for teenage girls
 Can be classified based on the audience they reach:
 Consumer magazines
 For personal enjoyment – People, Sports Illustrated
 Business magazines
 Appeal to individuals in different industries or a general
population of workers – Business Week, BrandWeek
 Direct Mail
 Printed Mail
 Ex. Sales letters, catalogs (niche), flyers, postcards, etc.
 Small businesses like to use because it is relatively inexpensive
 Can be viewed as junk mail if it is not sent to the right people
 Electronic Mail (e-mail)
 Popular because it is quick, easy and inexpensive
 Can end up in SPAM folders - to avoid this ask customers to
sign up for newsletters and ads (opt-in email marketing)
 Easiest means to evaluate the effectiveness of
advertisement
 Broadcast Media – considered a “time” media not a “space”
media because the ads last only as long as they are on the air
 Television (Mass Media)+
 Experience color, sound, and action making them easy
to remember and believable
 The most influential, best selling type of advertising
media
 Channels are chosen based on type of audience and cost
 Network TV (ABC, NBC, CBS, FOX) reach a broad
audience but are extremely expensive
 Cable TV channel s target a more specific audience and are
less expensive
 Local TV targets a specific geographic and is the least
expensive
 Broadcast Media
 Radio
 Effective and affordable
way to reach your target
market
 Targets a specific
audience through he
stations format
 Trends:
 National Radio
 Broadcasting over the
Internet
 The Internet
 Has became the fastest
growing media outlet
 Can target a specific
audience and track
response
 Ex. Business websites,
ads on others’ websites
or search engines, etc.
 Out-of-Home
 Exists to reach people
when they are away
from home
 Ex. Billboards, Signs,
Transit posters (on
things that move – i.e.
bus, taxi, blimp, etc.),
humans holding
signs, etc.
 Ads in Virtual Worlds
 Companies creating
avatars for businesses –
i.e. Second Life
 SMS Text
 Sending ads through
text messages
 Cheap and can target a
specific audience
 Consumers avoiding ads
 Do not call list
 Spam filters
 Pop up blockers
 DVR – but do you still
catch the brands while
you are fast forwarding?
 Telemarketing
 Calling prospective
customers and providing
a 1-800 number for them
to call
 Movie Theater
Advertising
 Before the film, posters
& standups in the lobby
 Other Media (cont.)
 DVD & CD-ROM
Advertising
 Free to introduce the
product to the customer
 Product Placement
 Manufacturers pay for
the their products to be
used as props in movies,
TV, and computer games
Other Media (cont.)
 Specialty Media – reminds people of your business,
must have three criteria:
 Have the businesses name or logo on it
 Must be a useful item – i.e. pen, shirt, cap, etc
 Must be given away
 Directory Advertising – informs on how to contact the
business with phone number, address or website
 Phone books (Yellow Pages) can target specific geographics
 Types of Direct Adv:
 Telephone Marketing
 Direct-Mail Marketing
 Catalog Marketing.
 Online Marketing
 Kiosk Marketing
 Direct-Response Television Marketing – direct
marketing via television including direct-response
advertising (infomercials) and home shopping
channels.
 Direct-Response Advertising – television spots (60 or 120
seconds) persuasively describing a product and giving a
toll-free number for ordering. Also includes 30-minute
infomercials.
 Home Shopping Channels – television programs or entire
channels dedicated to selling goods and services.
 Organic marketing:
 Focusing on customer
 Occurs naturally
when people become 
advocates because
they are happy with 
a product and have a

natural desire to
share their support
and enthusiasm.

satisfaction
Improving product quality
and usability
Responding to concerns
and criticism
Opening a dialog and
listening to people
Earning customer loyalty
 Amplified
marketing:
 Occurs when
marketers launch
campaigns
designed to
encourage or
accelerate WOM in
existing or new
communities.
 Developing tools that enable





people to share their opinions
Motivating advocates and
evangelists to actively promote a
product
Giving advocates information
that they can share
Using advertising or publicity
designed to create buzz or start a
conversation
Identifying and reaching out to
influential individuals and
communities
Researching and tracking online
conversations
Advertisement
Out-of-home
 Advertisement
 Specialty
 Advertisement
 Internet
 Institutional
 Public relations
 IN Sports Illustrated
Adv
 Print media
 magazine

 Personal
selling
 Word of mouth
 organic
Advertisement, Broadcast, TV
 Adv
 Product
placement


Trends in
adv
Consumer
avoid ads
 Advertisement
 Directory media