Advertising An Element of Promotion Lesson Objectives Explain the concept and purpose of advertising Identify the types of advertising media Discuss.

AdvertisingAn Element of

Promotion

Lesson Objectives• Explain the concept and purpose of

advertising• Identify the types of advertising

media• Discuss planning and selection of

media

What is Advertising?

The non-personal communication of ideas and

products by an identified sponsor.

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)

Promotional Advertising• Designed to increase sales of a company’s

products• Create an interest in products• Introduce new products and businesses• Explain a product• Support personal selling efforts• Create new markets

Institutional Advertising• Attempts to create a favorable

impression (image) and goodwill for a business or an organization• Presents information about a

company’s role in the community, important public issues and topics of general interest.

Medium/Media• Agencies, means or instruments used to

convey messages

Print Media• Written form• Oldest• More effective

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

Broadcast Media• Television• Radio• Internet

Specialty Media• Inexpensive

novelty items with an advertiser’s name

• “Free” with noobligation to buy

• Calendars• Pens/pencils• Hats• Key chains• Coffee mugs• The list is

endless

Other Media• Sports arenas• Theaters• Home video rentals• DVDs and CD-ROMs• In-store– Electronic shelf ads– Instant coupons– Floor– Cart displays– Sound systems

Digital Media

TV versus Digital Media Television

• 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.

Digital Media

• Largely unregulated• No national boundaries

TV versus Digital MediaTelevision

• Engages children only as passive consumers who just watch and listen

Digital Media• Engages children

interactively, • Allows them to react

to the content provided by the marketer and participate in online environments

TV versus Digital MediaTelevision

• Time slots purchased to appeal to specific markets

• Advertising on television has a certain "look and feel"

Digital Media• 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.

TV versus Digital Media

Television• Traditional marketing

tools give advertisers audience profile

• Children are anonymous

Digital Media• Internet marketers can

collect data through interactions:– Registration forms– Quizzes and surveys– Computer ‘cookies’

Online Marketing Strategies

Banner Ads

• Most obvious strategy• Sometimes flashing or animated• Encourages ‘clicking’ to obtain

more information about products

Subtle Ads• Virtual environments• Key words– World– Village– Town– Clubhouse– Planet

• Personalization

Other Strategies

• Trade Characters– Brand recognition– Brand loyalty

• Interactive games and activities

• Downloadable screensavers

• E-mail postcards• Clubs• Contests

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)

ADVERTISING

An Element of Promotion