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Slide1
Advertising
Chapter 19Slide2
Advertising Slogan Quiz
Pick handouts & get textbook
DO NOT WRITE ON TRANSITION HANDOUT
With a Partner
:
Review and answer the slogan quiz handout on
your own paper
or on a
new Word document
You may use the Internet
Then, come up with
5 additional
slogans you can quiz the class, add to your Quiz Sheet
Save to your folder as:
slogan quiz-
filastnameSlide3
Advertising Slogans - Quiz
Challenge everything
Do you have the bunny inside?
We bring good things to life.
Play More
Where do you want to go today? Can you hear me now? Good. So easy a caveman can do it.
Are you in good hands?
Impossible is nothing.
Just do it
Betcha can't eat just one
It's the real thing
The Choice of a New Generation
Kid tested. Mother approved.
Not going anywhere for a while?
Grab a __________ Slide4
Advertising Slogan Quiz
Challenge everything
EA Games
Do you have the bunny inside?
Energizer Max, since 2000s
We bring good things to life.
GE (General Electric till 2002)
Play More
Xbox 360
Where do you want to go today?
Microsoft
, 1996
Can you hear me now? Good.
Verizon
So easy a caveman can do it.
GEICO
Are you in good hands?
Allstate
Slide5
Advertising Slogan Quiz
Impossible is nothing.
Adidas
Just do it
Nike, Inc. (foot wear), Betcha can't eat just one
Lay's
potato chips
It's the real thing
Coca-Cola
The Choice of a New Generation
Pepsi
Kid tested. Mother approved.
Kix
Not going anywhere for a while? Grab a
Snickers
. Slide6
Ch 19 Sec 1 – Advertising Media
The concept and purpose of advertising
The different types of advertising media
What you’ll learn . . .Slide7
Advertising and Its Purpose
Advertising is any
paid
form of
non-personal
promotion of ideas, goods, or services by an identified sponsorAdvertising is everywhere!Slide8
Two main types of advertising
Promotional
advertising
Introduces
new products
and businessesEncourages an interest in productsExplains product and service featuresInstitutional advertisingAttempts to create a favorable impression and goodwill for a business or an organization.Slide9
Types of Media
Print
Media
Broadcast
Media
Online AdvertisingSpecialty MediaMedia are the agencies, means
, or instruments used to
convey
advertising
messages
to the public.Slide10
Print Media
Written
advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards.
They are among the
oldest
and most effective types of advertising.Slide11
Newspaper Advertising
Local
(Binghamton Press & Sun Bulletin,
Hollister Free Lance, Pinnacle) or National (USA Today)
Daily or
weeklyShopper
Little editorial content
Delivered freeSlide12
Newspaper Advertising
Advantages
Large readership and a high level of reader involvement
Advertisers can target certain people
The cost is relatively low
Ads are timelyDisadvantagesWasted circulationShort lifeBlack and white (although many papers are changing to color format)Slide13
Magazine Advertising
Classified as
Local, regional, or national
Weeklies, monthlies, and quarterlies
Consumer or business (trade)Slide14
Magazine Advertising
Advantages
Can target audiences
Longer life span
Print quality is good
People keep magazines longer than newspapersOffer a variety of presentation formatsDisadvantagesLess mass appeal within a geographical area
More expensive
Deadlines make them less timelySlide15
Direct-Mail Advertising
Sent by businesses directly through the mail
Includes newsletters, catalogs, coupons, samplers, price lists, circulars, invitations, postage-paid reply cards, and letters.
Mailing lists are assembled from current customer records or they may be purchased.Slide16
Direct-Mail Advertising
Advantages
Can be highly selective
Controlled timing
Can be used to actually make the sale
DisadvantagesLow response levelPeople think of it as “junk mail”Dated listsCost is highSlide17
Directory Advertising
An alphabetical listing of households and businesses.
The best known are telephone directories.Slide18
Directory Advertising
Advantages
Relatively inexpensive
Can be used with all demographic groups
Are found in 98% of American households
Usually kept for at least a yearDisadvantageOnly printed once a yearSome service business’ are used infrequently; therefore, directory advertising must be combined with another type.Slide19
Outdoor Advertising
Standardized signs
are available to local, regional, or national advertisers.
Purchased from
outdoor advertising
companies in standard sizesAre placed in highly traveled roads, and freeways where there is high visibility.Posters
– pre-printed sheets put up like wallpaper on outdoor billboards.
Painted bulletins
– painted billboards that are changed about every six months to a year.
Spectaculars
– use lights or moving parts and are in high traffic areas.Slide20
A billboard gets right to the pointSlide21
Which type of outdoor advertising is this?Slide22Slide23
Outdoor Advertising
Advantages
Highly visible and relatively inexpensive
24-hour a day message and located to reach specific target markets
Disadvantages
Becoming more restricted – increasingly regulatedLimited viewing timeSlide24
Transit Advertising
Uses public transportation facilities
Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminalsSlide25
Transit Advertising
Advantages
Reaches a wide captive audience
Economical
Defined market
DisadvantagesNot available in smaller towns and citiesSubject to defacementSlide26
Broadcast Media
Includes
radio
and
television
The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetimeSlide27Slide28
Television Advertising
Communicates with sound, action, and color.
Prime time is between 8 and 11 p.m.
Is appealing to large companies with widespread distribution.Slide29
Institutional TV CommercialsSlide30
Television Advertising
Advantages
Can be directed to an audience with a specific interest
Message can be adapted to take advantages of holidays and special events
Disadvantages
Highest production cost of any media typeHigh dollar cost for the time usedActual audience size is not assured – people leave the room or channel surf – effect of TIVOSlide31
Radio Advertising
Radio reaches 96 % of people over 12 yrs which makes it very effective
Best times are “drive times” – morning and late afternoon/early evening
RadioSlide32
Radio Advertising
Advantages
Can select an audience, such as teens by choosing the right station
More flexible than print – messages can be easily changed
It’s a mobile medium – can be taken just about anywhere
DisadvantagesShort life span – when broadcast, it is overLack of visual involvementSlide33
Online Advertising
Placing advertising messages on the Internet
Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers searchSlide34
Specialty Media
Relatively inexpensive, useful items with an advertisers name printed on them
Given away with no obligation attached
Calendars, magnets, pens, pencils, memo pads, and key chainsSlide35
Other Advertising Media
Businesses are constantly creating innovative means of transmitting their messages
Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc.Slide36
Advertising
Chapter 19.2Slide37
Chapter 19 Transition
Get your
Marketing Workbook
Complete
Page 167 – 168
Use a new Excel workbookCopy data and follow directions to create pie chartSave to your folder as:Marketing-WB-167-filastnameGet out your Chapter 19 Note-GuidesPrepare to finish Chapter 19 NotesChapter 19 Class WorkSlide38
Creative BillboardsSlide39
Media Planning and Selection
The process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
To establish the media plan, advertisers should ask three basic questions:
Can the medium present the product and the appropriate business image?
Can the desired customers be targeted with the medium?
Will the medium get the desired response rate?Slide40
Media Measurement
To understand media measurement, you need to become familiar with several key terms:
The number of homes or people exposed to an ad is called the
audience
A single exposure to an advertising message is called an
impression
Frequency
is the number of times an audience sees or hears an advertisement.
Marketing Essentials Chapter 19, Section 19.2Slide41
Media Measurement
Cost per thousand (CPM)
is the media cost of exposing 1,000 people to an advertising impression.
It is the tool used to compare the effectiveness of different types of media.
Marketing Essentials Chapter 19, Section 19.2Slide42
Media Measurement
Readership of print media is measured by surveys or estimated by circulation.
The TV audience is measured with diaries or meter data collected by Nielsen Media Research.
Numbers of radio listeners are tracked by the Arbitron Company using listening diaries.
Online audiences are measured with surveys and computer software tracking systems.
Marketing Essentials Chapter 19, Section 19.2Slide43
Media Rates
Advertising uses a set format that is defined in terms of time (broadcast media) or space (print or online media).
Media costs vary greatly, not just with type of media but also with geographical location and audience.
Marketing Essentials Chapter 19, Section 19.2Slide44
Newspaper Rates
Newspaper rates are divided into two categories, depending on whether the ad is a classified ad or a display ad.
Classified ads
: Effective for selling, paid by the word or line
Display ads
: General commercial ads, paid by the space used
Marketing Essentials Chapter 19, Section 19.2Slide45
Magazine Rates
Magazine rates are based on:
Circulation
Type of readership
Production techniques
Marketing Essentials Chapter 19, Section 19.2Slide46
Magazine Rates
There are different magazine rates, including:
Bleed
: Half- or full-page ads printed all the way to the edge of the page
Black-and-white versus color printing
Premium position
: Placement on the back cover or on the first page
Discount
: Price cuts based on frequency of advertising or early payment for the ad.
Marketing Essentials Chapter 19, Section 19.2Slide47
Online Rates
Online advertising rates are based upon the type of format the customer desires,
Such as banner, button, and pop-up.
They are also set on a CPM rate of page views.
Marketing Essentials Chapter 19, Section 19.2Slide48
Radio Rates
Costs of radio advertising vary
according to:
Where the ad will air
What time of day the commercial
will be broadcast
Length of the ad
Ads can air on network radio (a national broadcast), national spot radio (airing in certain areas only), or local radio.
Radio ad rates are highest during the morning and late afternoon, also called
drive times
.
Marketing Essentials Chapter 19, Section 19.2Slide49
Television Rates
Like radio, TV rates depend on where the commercial will air, what time of day, and the ad’s length.
Prime time (8
P.M.
to 11
P.M.
) is the most expensive time to advertise on television.
Marketing Essentials Chapter 19, Section 19.2Slide50
Promotional Budget
The promotional budget considers the cost for developing and placing or airing advertising, and the cost of related staffing.
Four common promotional budgeting methods are:
Percentage of sales
All you can afford
Following the competition
Objective and task
Marketing Essentials Chapter 19, Section 19.2Slide51
Promotional Budget
In the percentage of sales method, the budget is decided based on a percentage of past or anticipated sales
The most common methodSlide52
Promotional Budget
If a company follows the “all you can afford” method, it pays all expenses, then applies the remainder of its funds to promotional activities.
Marketing Essentials Chapter 19, Section 19.2Slide53
Promotional Budget
The “following the competition” method bases its budget on the competitor’s promotional expenditures or the competitor’s market share.
It is considered a weak method because it is based on the competitor’s objectives.
Marketing Essentials Chapter 19, Section 19.2Slide54
Promotional Budget
The objective and task method determines goals, considers the necessary steps to meet them, and determines the cost of activities to meet those goals.
Marketing Essentials Chapter 19, Section 19.2