Advertising

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3.02

• Advertising

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Terms

• Advertising Any paid, non-personal form of
  communication by an identified sponsor
• Examples include TV commercials, magazine
  advertisements, direct mail, and the Internet

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Forms of Advertising

• Print newspaper and magazine
• Broadcast radio and television
• Direct mail
• Out of Home
• Specialty
• Endorsement approval by external source
• Testimonial statement by user of the product

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Types of publication media

• Newspapers
• Magazines
• Flyers
• Brochures

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Types of broadcast advertising

• Television
• Local broadcast affiliates
• ABC/NBC/CBS/FOX
• Cable networks
• ESPN/BET/CNN/FX
• Radio
• Local radio stations
• Satellite radio

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Types of direct-mail advertising

• Letters
• Brochures
• Coupons

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Types of Advertising on the Web

• Banner ads
• Pop-up ads
• E-mail

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Types of out-of-home media

• Focuses on consumers on the go
• Billboards
• Street furniture
• Transit
• Alternative

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Specialty advertising

• Include everyday items with a company name
  written on them
• Examples include calendars, pens, magnets, and
  coffee mugs

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Examples of "other media

• Examples include blimps, supermarket carts, hot
  air balloons, and in-theater advertisements

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Advantages of print advertising

• Newspapers most common and the most cost
  effective type of print media
• Most effective for local businesses that are
  trying to reach a specific geographical market

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Limitations of print advertising

• Material can be dated
• Long lead times till publication
• Decreasing readership of newspapers

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Advantages of broadcast advertising

• Most effective form of advertising
• Uses sound, motion and emotion

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Limitations of broadcast advertising

• Very expensive
• Increasingly fragmented audiences
• DVRs

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Advantages of direct-mail advertising

• Able to target by geographic area
• Able to target using database info
• Impart necessary information to market

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Limitations of direct-mail advertising

• Low response rate
• Increasingly expensive to mail

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Advantages of out-of-home media

• Can be eye-catching
• Audience may have no option to avoid ad
• Additional medium for companies to reach target
  market

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Limitations of out-of-home media

• Difficult to measure effectiveness
• Can be limited by government regulation
• Message can get lost in clutter
• May be hard to narrow message to target market

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Expanding Internationally

• Adapt promotional messages for each market
• Tailor language/attire/gestures advertising
• Do not rely on literal translations

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Trends in advertising media

• Interactive advertising
• Product placement
• Social networking
• Online advertising