Medium of Advertising

Medium of Advertising

Medium of AdvertisingLucylle Bianca Cawaling, Gerry Crudo, Richelle Reinante, Jamillah Pundato, Alina Bianca Arellano

Advertising mediumChannel of communicationAny paid means used to present an ad to its target audienceExamples:PrintBroadcast TV radioOut-of-home (Outdoor, transit)Direct mailInteractive- InternetInteractive- Kiosks, Point of PurchaseProductNon-productCommercialNon-commercialAction Awareness

Kinds of advertising mediaAddressable mediaEx. Direct mailInteractive MediaEx. Internet and kiosksNon-traditional mediaEx. Shopping carts, blimps, videocassettesMedia- plural form of Medium

Things we will be discussing:Interactive Advertising- Kiosks, Point-Of-PurchaseProduct AdvertisingNon-product AdvertisingCommercial AdvertisingNon-commercial AdvertisingAction AdvertisingAwareness Advertising

INTERACTIVE MEDIIA

INTERACTIVE MEDIALet consumers participate in the communication by extracting the information they need, manipulating what they see on their computer or tv screens in real time, and responding in real time.ExamplesKiosksPoint-of-purchase

kiosksA small open-fronted hut or cubicle from which newspapers, refreshments, tickets, etc., are sold.A small structure in a public area used for providing information or displaying advertisements, often incorporating an interactive display screen or screens.In information technology, a kiosk is a small physical structure (often including a computer and a display screen) that displays information for people walking by. Kiosks are common near the entrances of shopping malls in North America where they provide shoppers with directions. Kiosks are also used at trade shows and professional conferences.

KIOSKSThe kiosks best known to travellers are those that display show and movie posters on the streets of Paris.More sophisticated kiosks let users interact and include touch screens, sound, and motion video. A number of companies specialize in creatingmultimediakiosks.

A simple kiosk can be created usingHTMLpages and graphics, setting the type size large enough to attract people from a short distance, and removing the Web browser's tool bar so that the display screen is effectively in "kiosk mode."

The presentation can be designed to simply loop through a series of pages or to allow user interaction and exploration. Having a separate printed sign that invites people to your home-made kiosk may help.

Point-of-purchaseA place where sales are made. On a macro-level, a point of purchase may be a mall, market or city. On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay. Also known as "point of sale"

Product AdvertisingPromotes the sale of products and servicesis any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. The general objective is to increase brand awareness or to demonstrate the differences between product and competing products in order to sell them.

Product Advertisingis the art of building and maintaining product awareness with potential buyerseducates potential customers on why they need the product, how it is used and the benefits derived from its use.tells the consumer how the product is better than similar offerings by competitors.

Distribution channels used by Product advertising:TelevisionRadioPrint (Newspapers and Magazines)Mail (flyers, circulars, coupon)Websites/InternetSocial mediaSigns and Billboards

How to Determine what distribution channel to use:First is to research.market research is usually conducted to obtain information such as unmet needs in the market, factors or people that influence purchasing decisions, and the type of media used to obtain product information. The collected data is then used to write an advertisement message and to determine how the message will be channeled to prospective customers.

Internetinformation on these web pages include company contacts, history, their expertise, and product descriptions. Other web options used by companies are paid ads and organic search results.Paid ads are the brightly colored, short blips designed to get a person's attention, and over time, build a brand awareness in people's minds. Messages are very short on paid ads.

Organic search results are the listings that appear on a search engine in response to key words that link to informational pieces describing the product, explaining how it works, and listing its benefits. Consumers may lend more weight to these pieces than paid ads and companies often use techniques of search engine optimization (SEO) to highlight their own products over others that may be listed as a result of an Internet search.

Radio and Televisionuse market research to determine which radio and television programs are best suited for their advertising dollars. Among the considerations are the size and composition of the audience -- the average age or income of listeners, for example. Products or services that appeal to the general public are often advertised on radio and television because they reach a broad audience.

Kinds of people who listens to the radio

PRODUCT PLACEMENT advertisingProduct placement is an advertising approach that intentionally inserts products into entertainment programs such as movies, TV programs and video games.FORMSvisual imagery in which the product appears within the entertainment programactual product use by an actor in the programwords spoken by an actor that include the product nameheighten the credibility of the product in the minds of the audienceBECAUSE product was selected by an unbiased third-party

MOBILE DEVICE ADVERTISINGsmartphones and tablet computersFueled by technological advances occurring with the computing power of hand-held devices as well as significant gains in speed of data delivered over wireless networksAdvertisements are also embedded within specialized applications or apps that run on these devices.with geographic positioning features included in newer mobile devices, the medium provides marketers with the ability to target customers based on their geographic location.attracted a number of high-powered companies, including Google and Apple, who provide technologies for serving ads to mobile devices.

Newspapers and MagazinesNewspapers are used to reach local audiences in niche markets through paid ads or articles on how a product benefits a user or how it fills a need.Advertising in magazines is useful when trying to reach a special segment of the population -- those engaged in a certain kind of trade, for example, or with interest in particular topics like the outdoors. As in newspapers, companies use both ads and articles are used in magazine advertisements.

SignsSigns are used to advertise products or services in many ways. Billboards reach travelers on busy highways and city streets. Signs displayed on vehicles are used to help build public awareness of a company's products or services within its trade area. The company name and other information are either directly painted onto a vehicle or printed on magnetic placards which can be placed on and taken off the vehicle.Businesses such as roofing, painting and remodeling companies advertise by placing signs on lawns where they are working. If work is being done outside of a home or business, people have an opportunity to see the work.

SignsSky writing where airplanes use special chemicals to form wordsPlane banners where large signs are pulled behind an airplaneMobile billboards where signs are placed on vehicles, such as buses and cars, or even carried by peoplePlastic bags used to protect newspapers delivered to homesAdvertisements attached to grocery carts

Direct MailDirect mail is commonly used as a method of advertising. General advertising messages are sent through bulk mail to addresses within a trade area. These same types of messages are often hand-delivered and left on the front door of residences. The bulk messages normally are not addressed to a person, only a location.A formal type of direct mail is addressed to a person and often has a tailored message to a subset of current or prospective customers.

Direct MailMost effective when it is designed in a way that makes it appear to be special to the customer.Very cost-effective method of advertising, especially if mailings contain printed material. This is due to cost advantages obtained by printing in high volumeEstablishes direct contact with the consumer and also maintains secrecy in advertisingDrawbacks:limited access i.e. a small number of buyers can be coveredpractical difficulties in preparing and maintaining up-to-date mailing list. not suitable for every type of product

Non-product advertisingWhen a business tries to promote an idea that it considers important, it's engaging in a type of marketing known as non-product advertising.Focus on aspects of a company beyond normal business operations.Used by various groups to promote public awareness of issues or programs.Purpose: depends largely on the motives for releasing the advertisement. Ex. Corporations and businesses may promote socially beneficial ideas in their image advertising, but it's done in an attempt to win over customers who might be swayed by social issues.Can also be used as a way to publicize information about an organization that wouldn't typically be covered by a news publication

Non-product advertisingImage AdvertisingTelevision commercials, print advertisements and other forms of marketing that don't focus on a company's product are known as image advertisingTypes of advertisements sell the idea of that particular business as a better company, regardless of productEx. gasoline company might include a commercial that focuses on corporate support of environmental projects. Image advertising is also sometimes referred to as corporate advertising or institutional advertising.

Non-product advertising2. Public Service AnnouncementsAppears through traditional advertising channelsSending a message instead of selling a product, although public service announcements are typically paid for by charities and governmental organizations rather than businessesEx. U.S. Environmental Protection Agency produces various PSAs for television and radio on the topics of controlling asthma, recycling electronics and natural disaster responses.

Non-product advertising can be used in an unethical way if the advertisement misrepresents social outreach programs or other aspects of a business's operations. For example, the gasoline company that publicizes its donations to environmental causes might overstate the dollar amount of the donations handed out by the company.

Commercial advertisingThe use of advertising to generate revenue.Creates a demand or a perceived need for something. To sponsor entertainment that would grab potential customers' attentionAs soon as the consumer has a reason to want, advertising is there to offer a solution to that need. Advertisements give answers to a consumer's questions, including where to eat, where to go, or what to buy. Effective advertising works to create a desire while offering an attractive solution.Use advertising in an effort to impress consumers with how happy they will be once they buy the item or use the service offered.

example

Non-commercial AdvertisingA type ofadvertisingthat is typically for the purpose of educatingconsumersorpromotingspecificideas. Could also be used toenticevoters to vote in a certain way. Another example is that of apublic service announcement.

Action advertisingA call to action is an advertising and marketing concept, a request/direction to 'do something'often the next step that a consumer could take toward the purchase of a product or service.Wordsthat urge the reader, listener, or viewer of asales promotionmessageto take an immediateaction, such as "Write Now," "Call Now," or (onInternet) "Click Here." A retailadvertisementorcommercialwithout a call-to-action is considered incomplete and ineffective.Its absence may cause a visitor to forget about the ad and move on to other things.

awareness advertisingExtent to which the intendedaudienceor targetedcustomersare aware of anadvertising message.The goals of awareness advertising do not usually involve making money in the short term. Awareness advertising seeks to increase the name recognition of your small business in the minds of consumers across your target market area. These advertising objectives are particularly useful in the early days of your company when you don't have as many customers as your competitors.Awareness advertising is a marketing strategy designed to increase consumer familiarity with your company's overall message and the services or products it offers. How awareness advertising develops goals and objectives for your small business depends on your target consumer market and the company image you wish to portray. According to the Small Business Notes website, these goals are essential to developing your awareness advertising strategy and determining how much money to spend on your promotional campaigns.

Brand awareness is an overarching objective of your awareness advertising strategy. This marketing phenomenon is the extent to which consumers recognize the brands of your small business and can correctly associate these brands with particular product offerings, according to the Business Dictionary. Increasing brand awareness is a primary aim in the early months of small business life, when your company is attempting to enter the local marketplace and garner consumer attention. Raising brand awareness through advertising keeps your small business in the minds of consumers, which can lead to increased traffic at your place of business.

Increasing Brand Awareness

Conveying Strong MessagesThe message your small business chooses to convey cannot be vague or easily misinterpreted. The more room you give consumers to confuse your company message, the easier it will be for your target market to make false assumptions about your brands and products. Conveying a clear, strong message through your advertising campaigns gives consumers your product messages in ways that are easily understandable and memorable. This allows for greater retention of your message and easier recognition when consumers come across your company's products or enter your business locations.Awareness advertising seeks to increase your company's market share by increasing consumer knowledge of your small business's products and services.

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