Marketing – Chapter 19- Advertising

Advertising - ______promotion which promotes ideas, goods, or services by using a variety of media

(______ads per day for average city dweller)

Promotional advertising - advertising designed to increase ______

Institutional advertising - advertising designed to create a ______

______advertising - advertising to reach large numbers of people with their messages (TV, radio)

Target advertising - carefully select ______(easier because of technology)

Types of Media

1. Print 2.______3.Internet 4. Specialty

______Media - includes advertising in newspapers, magazines, direct mail, signs, and billboards

  • ______form of advertising
  • ______and ______Newspapers
  • More than ______paid circulation daily newspapers and several thousand local weekly papers (Posey County Times; Courier Press)
  • Market ______due to technology

Shoppers - minimal editorial content; ______

National Newspapers - distributed throughout country; ______and ______

Advantages of Newspapers:

  • Distribution ______(circulation); Responses are easily ______; ______is low compared to other print media

Disadvantages of Newspapers:

  • Some papers sold outside business's target market; ______shelf life; Less ______appealing than other print media; Newspaper circulation continues to ______

Magazine Advertising

  • More than ______magazine
  • Published as weeklies, monthlies, and quarterlies
  • Many also have ______

______ Magazines - developed for personal pleasure or interest; excellent target markets

Business-to-Business Magazines (______publications) - for professionals in specific fields

  • Advertising Age, Mass Market Retailers

Advantages of Magazines

  • ______than newspapers; Read more ______than newspapers; Better ______than newspapers; Variety of ______formats

Disadvantages of Magazines

  • Cost is ______than newspapers; Not as ______as newspapers

Direct-Mail Advertising

  • Highly ______form of adverting
  • Two forms - printed (US Mail) and electronic (______)
  • ______forms of printed direct-mail: catalogs, newsletters, coupons, samplers, price lists

Advantages:

  • Highly ______; Wide choice of formats

Disadvantages:

  • Low ______(1-3%); Image problem (junk mail)

Directory Advertising (Telephone directory)

  • ______ Pages - businesses and residents receive a free alphabetical listing of their phone numbers and addresses
  • Yellow Pages - businesses pay for an______listing and a display ad

Advantages:

  • Inexpensive; ______are familiar with Yellow Pages; Kept at least ______

Disadvantages:

  • Can't change information until new directory printed

Outdoor Advertising

  • ______signs - are used by companies at their places of business or in other locations
  • Standardized Outdoor signs (billboards) - standard outdoor signs purchased from advertising companies (changed ______to a year)

Transit Advertising - advertisement seen on ______(buses, taxis, trains, public benches)

Broadcast media - ______and _____ advertisements

Television Advertising

Most ads seen on either:

  1. major network - ______, ______, ______, ______
  2. cable television (11,600 local cable systems)
  • Most TV ads are ______spots
  • Combines sight, sound, action, and color (______mass advertising medium)
  • Businesses can target message to ______with cable TV (sports, music, history)
  • Local TV advertising can be used to ______specific geographic areas

Disadvantages - highest ______(average $400,000); High cost to for time purchased (30 second ad for Super Bowl - ______)

Radio Advertising

  • Timely medium (updated ______)
  • Over 10,000 AM and FM radio stations (reach over ______)
  • Carefully target audiences with the type of station
  • Presented in ______second time periods

Disadvantages–______and have short life span

Internet Advertising

  • Involves the World Wide Web or email
  • ______rapidly

Email Ads - ______direct-mail adverting sent via email

Banner Ads - come______and sizes, but usually as a rectangle at top, bottom or side of a web page

Search engine ads - appear while using a ______such as Google or Bing (Ex. Google's Ad Words)

Social Media Advertising - ______to interact with their products (special business club, extended videos, contests, and many other ideas)

Specialty Media (Sales Promotions)-______useful products that are imprinted with the company's name, message or logo (pens, shirts, etc.)

Other Advertising Media:

  • TV screens at various locations (airports, subways)
  • ______at sports arenas
  • On-screen movie theater ads
  • Messages in elevators, bathrooms, airplanes (along beaches)

In-Store Advertising:

Retailers are using in-store advertising ______(electronic shelf ads, cart displays, coupon machines)

New Media:

  • Improved ways ______the Internet continue to provide marketers with creative advertising opportunities

Media Planning - process of ______the appropriate advertising media and deciding the time or space in which ads should appear to accomplish objective

Media Measurement:

Audience - number of homes or people ______to an ad

Frequency - number of ______an audience sees or hears an advertisement

Impression - ______exposure to an advertising message

Cost per thousand (CPM) - cost of exposing ______readers or viewers to an advertising impression

  • TV research - ______; Radio research –______

Media Rates

Newspaper Rates

1. Classified Ads - grouped or (______) into specific categories (help wanted; auto sales)

2. Display Ads - enable the advertiser to depicted the product or service being advertised

Factors that Affect Rates

  • type of ad; size; ______; section or lift-out; page position within a section; ______VS black and white; annual spend/expenditure commitment

Newspaper advertising rates quoted by column inch

  • Multiply the number of ______by the number of inches then multiply the total column inches by the rate.
  • 3 columns x 2 inches x $20 = $120

USA Today –

Wall Street Journal –

New York Times -

Magazine Rates

  • Based on ______
  • Type of readership
  • Production ______

Bleed - means that half or full-page ads are printed to the ______of the page leaving no white border (up to 20% extra)

Premium position - refers to ______(back cover or inside of the first page (most expensive)

Internet Rates

  • Rates are based on the type of advertising
  • Rates based on the volume of ______views

Radio Rates

  • Network radio advertising - message played ______(ex. ABC Radio Stations)
  • National spot radio advertising - message ______placed in certain regions
  • Local radio advertising - used locally by ______on local channels

Time Slots (most -to- least expensive)

  • Class AA: Morning drive time - ______
  • Class A: Evening drive time - 4:00 pm - 7:00 pm
  • Class B: Home worker time - 10:00 am - 4:00 pm
  • Class C: Evening time - 7:00 pm - midnight
  • Class D: Nighttime - midnight - 6:00 am

Television Rates (vary with time of day)

  • ______7:00 pm - 10:00 pm

Promotional Budget Methods

  • Percentage of Sales - based on past or anticipated sales
  • ______- uses all funds after paying for expenses
  • Following the Competition - business matches its ______ad budget
  • Objective and Task - determines the cost for promotional activities to meet company goals