Advertising

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Advertising

• An Element of Promotion

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Lesson Objectives

• Explain the concept and purpose of advertising
• Identify the types of advertising media
• Discuss planning and selection of media

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What is Advertising?

• The non-personal communication of ideas and
  products by an identified sponsor.

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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)

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Promotional Advertising

• Designed to increase sales of a companys
  products
• Create an interest in products
• Introduce new products and businesses
• Explain a product
• Support personal selling efforts
• Create new markets

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Institutional Advertising

• Attempts to create a favorable impression (image)
  and goodwill for a business or an organization
• Presents information about a companys role in
  the community, important public issues and topics
  of general interest.

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Medium/Media

• Agencies, means or instruments used to convey
  messages

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Print Media

• Written form
• Oldest
• More effective

• Newspaper
• Magazine
• Direct Mail
• Outdoor
• Directory
• Transit

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Broadcast Media

• Television
• Radio
• Internet

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Specialty Media

• Inexpensive novelty
• items with an
• advertisers name
• Free with no
• obligation to buy

• 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

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Internet Advertising
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TV versus Internet Advertising

• Television

• Internet

• Largely unregulated
• No national boundaries

• 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.

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TV versus Internet Advertising

• Television

• Internet

• 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

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TV versus Internet Advertising

• Internet

• Television

• 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.

• Time slots purchased to appeal to specific
  markets
• Advertising on television has a certain "look and
  feel"

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TV versus Internet Advertising

• Television

• Internet

• Traditional marketing tools give advertisers
  audience profile
• Children are anonymous

• Internet marketers can collect data through
  interactions
• Registration forms
• Quizzes and surveys
• Computer cookies

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Online Marketing Strategies
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Banner Ads

• Most obvious strategy
• Sometimes flashing or animated
• Encourages clicking to obtain more information
  about products

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Subtle Ads

• Virtual environments
• Key words
• World
• Village
• Town
• Clubhouse
• Planet
• Personalization

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Other Strategies

• Trade Characters
• Brand recognition
• Brand loyalty
• Interactive games and activities
• Downloadable screensavers
• E-mail postcards
• Clubs
• Contests

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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)

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ADVERTISINGAn Element of Promotion