Advertising Media
What is advertising?
Advertising is any paid form of nonnonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.
The time or space devoted to it is paid for It uses a set format to carry the message rather than personal, one-on-one selling one-on It identifies the sponsor of the message
Promotional Advertising
Promotional advertising is advertising that is designed to increase sales by
creating an interest in products introducing new products and businesses explaining a product supporting personal selling efforts creating new markets
Institutional Advertising
Institutional advertising attempts to create a favorable impression (image) and goodwill for a business or an organization
Purpose is to develop a positive image by presenting information about a companys role in the community, important public issues and topics of general interest.
Media
Media are the agencies, means or instruments used to convey messages
Print Media
Print media can include any of the following:
Newspapers Direct Mail Magazine Outdoor Advertising Directory Advertising Transit Advertising
What is a shopper?
Someone who likes to shop? A community newspaper which contains no editorial content and is delivered free to persons who live in certain areas (full of ads) The Thrifty Nickel
Magazine Classifications
Local Regional National weeklies Monthlies Quarterlies
Outdoor Advertising
NonNon-standardized outdoor signs are used by local firms at their place of business or in other locations throughout the community. Standardized outdoor signs are available to local, regional or national advertisers.
Directory Advertising
Alphabetical listing of businesses
Relatively inexpensive Found in 98% of households - all demographics Kept for at least a year - not thrown away Very inflexible due to being printed yearly Wasted advertising (to non-target market) non-
Transit Advertising
Using public facilities to advertise - such as subways, on buses and taxis, in stations Reaches a wide and captive audience Economical Defined market (usually urban)
Unavailable in smaller towns Subject to defacement Restricted to certain travel destinations
Broadcast Media
Radio - 6+ years listening to the radio Television - 10+ years watching television in 70 years
Radio Advertising
96% of people over 12 are reached by radio Prime time is morning and afternoon drive times - advertisers guaranteed concentrated audience Ads are available in 15, 30 or 60 second time slots
Television Advertising
The ultimate advertising medium because it can communicate with sound, action and color Prime time is 7 p.m. - 11 p.m. Infomercials - 30 minute commercials (The George Foreman Grill)
Specialty Media
Inexpensive, useful items with an advertisers name printed on them usually given away
Newspaper Rates
Column Inch Rates - number of columns by number of inches deep multiply by the rate Run of Paper rate - The newspaper chooses where to run the ad - you dont choose the location Open Rate - Basic charge for a minimum amount of space (non-contract rate) (nonContract Rate - Discounted rates for guaranteed amount of advertising in a time period
CPM
CPM is the cost per thousand rate - the cost of exposing 1000 readers to an ad
Cost of the ad X1000 = cost per thousand (cpm) Circulation Used to compare the rates for different papers with different circulations
Magazine Rates
Bleed - 1/2 or full page ads are printed to the very edge (no white border) +15-20% +15Black & White - Lowest rates - black & white ads Color - Each color adds more cost Full color - 4 color Premium position - ad placement in mag. Discounts - frequency, commission, cash CPM - Cost per thousand in circulation
The Spot
Spot radio refers to the geographical area an advertiser wants to reach with its advertising. Identify target market & potential customers Spot commercials are advertising messages of one minute or less that can be carried on network or spot radio.
Television Rates
Advertising rates vary with the time of day. Prime time is the most expensive - 7-11 p.m. Class AA time is prime time - other times are Class A, B, C and D. Advertisers need to choose the time slot that receives the most viewers in their target market.