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