3.02 Advertising Media

3.02 Advertising Media

Advertising Media

• Every day, we're exposed to hundreds of advertisements.

• To be successful, you must make your ads stand out and cut through the clutter.

• To get your market's attention, you must:

• Select good copy and images for the ad.

• Select the right advertising media for your product and market

Advertising Media

• Channels of communication

• Information travels through them to customers

Advertising Defined:

• Any paid, non-personal form of communication by an identified sponsor  

• Examples Include . . .

Multiple Choice

Advertising media are channels of

• production.

• marketing.

• communication.

• distribution.

Publications

Newspapers

• Newspapers vary based on:

• How often they are published

• Their size

• What geographic areas they cover

• Whom they are intended to target

Magazines

• Magazines fall into two categories:

• Consumer

• Read for personal enjoyment

• Target a very specific audience, people who enjoy reading about celebrities, sports or computers.

• Examples: Sports Illustrated, People, etc.

Business Magazines

• Appeal to individuals in all different areas.

• Examples: Business Week, Fortune etc.

Multiple Choice

Newspapers and magazines are categorized as _________ media.

• direct

• time

• publications

• broadcast

Multiple Choice

A primary benefit that magazine advertising offers is the ability to

• deliver a low-cost message.

• target a group of individuals interested in specialized content.

• get an ad published at the last minute.

• reach almost all homes throughout the United States.

Multiple Choice

A way by which newspapers can be classified as advertising media is by

• the cost to advertise in them.

• the amount of effort required to place an ad in them.

• how often they are published.

• their ability to reach people away from home.

Broadcast Media

Television

• The most influential, best selling type of advertising media

• Offers many different advertising options (network, cable, satellite, and local channels)

Disadvantages of TV Advertising

• Very expensive

• Message has short lifespan

• Lengthy production times

Radio

• An effective and affordable advertising medium

• Allows you to target a very specific group of customers

• Can reach large audiences with digital radio

Limitations of Radio Advertising

• Does not provide a visual impact

• Message has short lifespan

• Commercial clutter

Multiple Choice

To effectively advertise his local pet-daycare business on the radio, Maurice should select a radio station with

• popular morning deejays and a music format.

• the least expensive advertising rates.

• listeners who fit his business’s market demographics.

• a nationwide listening audience.

Multiple Choice

What form of advertising involves a company paying an athlete to appear in a television commercial or newspaper ad?

• Endorsement

• Testimonial

• Promotion

• Broadcast

More Advertising Media

More Advertising Media

• Direct Mail: Advertising that is distributed directly to the potential consumer through the mail.

• Printed mail

• Email

Advantages of Direct Mailing

• Able to target by geographic area

• Able to target using database info

• Impart necessary information to market

The Web

• Company website

• Social media profiles

• Ads on other websites or portals

• "Online Ads" from Wordstream:

Out-of-Home Media

• Poster panels (billboards)

• Transit Posters

• Human Directionals

• Aerial advertising

• Signage

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

Focuses on consumers "on the go"

• Billboards

• Street Furniture

• Transit

• Alternative

Other Media

• Specialty Media: Remind people about your business, must have business name or logo, must be useful (pen, baseball cap)

• Directory Advertising: Informs people about how to contact businesses with a street address etc.

• Movie Theater Advertising: Movie Trailers

• Product Placement

• Telemarketing

Multiple Choice

Which is a vital promotional technique for entertainment marketing?

• Distribution

• Vertical integration

• Broadcast webs

• Trailers

Multiple Choice

To qualify as a specialty medium an item must be

• imprinted with the business's name/logo.

• used for decorative purposes only.

• delivered through the postal service.

• sold to a prospective customer.

Multiple Choice

A business wants to create or emphasize positive associations between a specific sport and itself. What type of advertising media should the business consider using?

• Stadium signage

• Opt-in e-mail

• Contest

• Newspaper

New Advertising Media

Short Messaging Service (SMS)

• Text-message advertising

• Inexpensive, easy way to target a specific audience

• Opt-ins needed

Viral Videos

• Most customers try to avoid ads.

• Shareable videos let customers promote company. "The Art of Persuasion: 5 Viral Videos You Didn't Know Were Ads" from ReelSEO

• 
  

Challenge for Advertisers

• Do-not-call registries

• Ad blocking software

• Premium digital radio software

• Spam email filters

Multiple Choice

Pop-up blockers and spam filters help individuals to avoid

• unwanted web advertising.

• unsolicited publications.

• direct print mail.

• telemarketing calls.

Multiple Choice

Which of the following is an example of social media advertising:

• A person holds a sign to advertise a business.

• A business advertises on the radio.

• A company advertises on Instagram.

• A company gives away pens printed with its logo.

Multiple Choice

Text-message advertising is most likely to be successful when the ads are

• lengthy in nature.

• randomly sent to a mass audience of smartphone users.

• delivered to the smartphones of people interested in the product.

• sent anonymously.

Expanding Internationally

International

• Adapt promotional messages for each market

• Tailor language/attire/gestures & advertising

• Do not rely on literal translations

Multiple Choice

When a performer expands into international markets, an important consideration for his or her promotional efforts should be to determine often whether which action is necessary?

• Assume that literal language translations are acceptable

• Use the same advertising strategy with all markets

• Develop different brands for each market

• Adapt promotional messages for each market

Open Ended

What's one new thing you learned? I already knew all the information is not a valid answer.