Advertising

QCC’s: 50, 51, 52, 53, 54, 55

Continued

Directory Advertising

Advantages• Relatively inexpensive

• Found in 98% of all homes

• Used by all demographic groups

• Long life

Disadvantages• Inflexibility

• Waste

Direct-Mail Advertising• Types

– Newsletters

– Catalogs

– Coupons

– Samplers

– Reply cards

– Special sales

– Invitations

– Letters

– Circulars

– Price lists

Direct Mail Advertising

Advantages

– Selectivity

– Flexibility

– Variety

– Incentives

– Selling capacity

Direct-Mail Advertising

Disadvantages

– Low response levels• 5% response rate considered good

– Dated provider lists

– Extremely high costs

– Junk mail

Outdoor Advertising

What other forms of outdoor advertising can you think of?

Outdoor Advertising

Includes:

•Billboards

•Transit Ads

•Free-Standing Signs

•Posters

Outdoor Advertising

Advantages

–Visibility

–Costs

–Permits repetition (Frequency)

–Geographically tailored

Outdoor Advertising

Disadvantages

–Limited message

–Unknown audience

–Regulations

–Viewing Time

Radio Advertising

• Reaches 96% of all people age 12 and over

• Drive Times:6:30 am – 9:00 am4:00 pm – 6:00 pm

• Mixture of effects:Announcer, music, jingles, slogans, drama,

humor, excitement

Radio Advertising

Advantages– Target selection

– Flexibility

– Mobile medium

Disadvantages– Short life span

– Competing

stations/selection

– Distractions

– Inability to see

product

Radio Advertising

Some messages are difficult to explain without images

Television

• Ultimate medium– Sound– Action– Color

• Prime time– 7:00 pm – 11:00 pm

• Infomercials

Television Advertising

Advantages– Able to pull together all the elements needed to

create an exciting message.

– People will believe what they see

– Seems more personal

– Mass audience

– Targeted marketing– Can take advantage of holidays, seasonal

changes, and special events-programming

Television Advertising

Disadvantages

–Production costs

–Presentation costs

–Audience not assured

–Channel surfing and leaving room during commercial breaks