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1 Click here to advance to the next slide.

2 Chapter 14 Advertising Section 14.1 Advertising Media

3 The Main Idea Businesses must find ways to reach potential customers. Advertising is one type of promotion that can be used to reach local, regional, national, or even worldwide markets.

4 Why Companies Advertise Advertising uses humor, creativity, style, and originality to create an image of products. advertising the public promotion of something such as a product, service, business, or event, to attract or increase interest in it

5 Why Companies Advertise Advertisements are in magazines and movie theaters, and on TV and the street. Using catchy advertising slogans is one way companies get customers to remember them.

6 Figure 14.1 Catchy Slogans

7 Types of Media A medium is a channel or system of communication. media the members of the mass media Print media include newspapers, magazines, signs, and billboards.

8 Types of Media Advertisements are communicated to consumers through the mass media. mass media channels of communication, such as television, radio, and newspapers

9 Newspapers Newspapers are the main advertising medium in the United States. Newspapers allow advertisers to target people within a certain area, but they have a short life.

10 Magazines Most magazines are national and appear every week or every month. Magazine ads have a longer life than newspaper ads.

11 Television Television advertising combines sounds, images, and motion. TV ads can be shown on national, local, or cable stations.

12 Television A unique type of TV ad is the infomercial. infomercial a 30-minute commercial

13 Television Ads for TV can be expensive to produce and run. The more popular a show is, the more it costs to air an ad during that show.

14 Figure 14.2 Big Spenders

15 Humor in Advertising TV commercials try to grab viewers attention and leave an impression about the advertised item. This must be done within a few seconds. Companies use humor in ads to help consumers remember their products or services.

16 Direct-Mail Advertising Direct-mail advertising allows advertisers to reach a specific target market. direct-mail advertising ads sent by mail to people s homes and businesses.

17 Graphic Organizer Letters Postcards Direct Mail Flyers Catalogs Often called junk mail Cost is high Coupons and free samples are often included Often discarded without being read

18 Directory Advertising Directory advertising appears mostly in phone books and is useful for local advertisers. Although the cost is low, directory advertisements have to compete with many similar ads.

19 Radio Advertising Radio ads reach a large audience, but may not be as effective as TV or magazine ads because they cannot use images.

20 Online Media Two main types of online ads are pop-up ads and banner ads. pop-up ads ads that appear in a new browser window when you first log on to a Web site banner ads ads that are displayed across the top or bottom of a Web page

21 Online Media A webcast is another way to advertise online. webcast a broadcast made on the Internet, often consisting of a live broadcast made using a Web camera, or cam

22 Other Types of Media Billboards are the most common form of outdoor advertising. Billboards are very visible, but many people drive by them too quickly to notice them.

23 Other Types of Media Transit advertising consists of posters placed on the sides of buses, in subway stations, inside trains, and at airports. Transit ads are common in urban areas.

24 1. Why do companies advertise? Companies advertise to promote a product, service, business, or event.

25 2. What are some types of media used by businesses to advertise? Advertising media used by businesses include print, broadcast, and online media.

26 3. What advantages do print and cyber ads share? Print and cyber ads are high quality, full color, and sent directly to consumers.

27 End of Chapter 14 Advertising Section 14.1 Advertising Media

28 Click here to advance to the next slide.

29 Chapter 14 Advertising Section 14.1 Advertising Media

30 The Main Idea Businesses need to reach as many targeted customers as possible. Many companies do this by advertising. It is important to calculate ad costs and measure media effectiveness to best reach a potential audience.

31 Media Planning Media planning can help a business project the desired image to the target market. media planning the process of selecting advertising media and deciding the time and space in which ads should appear

32 Graphic Organizer Media Planning Questions 1. Can the medium present the product or service and the appropriate business image? 2. Can the desired customers be targeted with the medium? 3. Will the medium get the desired response rate?

33 Advertising Agencies Hiring an advertising agency can be an effective way to develop ads. advertising agency a business that specializes in developing ads and ad campaigns for its clients

34 Advertising Agencies An advertising agency can help a business develop an ad campaign. ad campaign a series of ad messages that share a single idea and theme

35 Media Measurement Media planners are concerned with the correct medium to use, its costs, and its effectiveness.

36 Media Measurement Media planners want their ads to reach the correct audience. audience the number of people exposed to an ad

37 Media Measurement Two media measurements are impression and frequency. impression a single exposure to an advertising message frequency the number of times an audience sees or hears an ad

38 Media Measurement Cost per thousand (CPM) is related to the number of people that read or see an ad. cost per thousand (CPM) the media cost of exposing 1,000 readers or viewers to an advertising impression The M in CPM comes from the word mille, which is Latin for thousand.

39 Media Audiences TV audience measurement is based on diaries and viewer data collected by Nielsen Media Research Inc. Arbitron Inc. uses listener diaries to measure radio audiences in more than 260 markets.

40 Media Rates Advertising uses a set formula that is defined in terms of time or space. A media rate or advertising rate is the amount of money it costs to display or broadcast an ad.

41 Graphic Organizer The size of an ad Where an ad is placed Factors Affecting Media Rates The number of people an ad reaches When an ad appears How often an ad appears

42 Ad Campaigns That Fail Taco Bell used to run ads featuring a Chihuahua that said You quiero Taco Bell ( I want Taco Bell ). The commercials were so popular that the dog s image was put on T-shirts, window decals, and toys. After a while, the company determined that the ads did not lead to more sales.

43 Print Media Ad Rates Ad rates for newspapers and magazines are based on circulation. Circulation is the number of people who buy a publication, and audience, the number of readers per issue.

44 Print Media Ad Rates Magazine and newspaper ads are sold by the inch on a page.

45 Graphic Organizer If a newspaper quotes a column inch rate, multiply the number of inches by the number of columns. Then multiply the total column inches by the rate. A column inch is one column wide by one inch deep Rate for a column inch is $17 You want an ad that measures four inches long by three columns wide $17 X 4 inches X 3 Columns = $204

46 Print Media Ad Rates Magazine rates are based on: Circulation The type of readership Production techniques Position (prime positions are more costly)

47 Broadcast Media Ad Rates Broadcast media ad rates depend on: The size of the audience The reach of the station The time of the day

48 Broadcast Media Ad Rates For TV, prime time is between 7 PM and 11 PM. For radio, prime time is the morning or afternoon hours (drive time). prime time the time period when the network TV or radio audience is the largest

49 Internet Ad Rates The cost of Internet advertising is based on: Type Size Ad Volume of monthly page views

50 1. What are the three basic questions advertisers must address in media planning? Can the medium present the product or service and the appropriate business image? Can the desired customers be targeted? Will the medium get the desired response rate?

51 2. Name the four components of media measurement. audience, impression, frequency, and cost per thousand (CPM)

52 3. Define media rate or advertising rate. The amount of money it costs to display or broadcast an ad.

53 End of Chapter 14 Advertising Section 14.1 Advertising Media