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Seminar on advertisementSeminar on advertisement

ByBy

Preethi.vPreethi.vPrincy.sPrincy.s

Karthika.mKarthika.m

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How Many Ads to You See EachHow Many Ads to You See Each

Week?Week?

a The average person isThe average person is

exposed toexposed to

approximately 2000approximately 2000ads each week. Doads each week. Do

you see that many oryou see that many or

more?more?

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What is advertising?What is advertising?

a Advertising is any paid form of non-personalAdvertising is any paid form of non-personal

presentation and promotion of ideas, goodspresentation and promotion of ideas, goods

or services by an identified sponsor.or services by an identified sponsor. The time or space devoted to it is paid forThe time or space devoted to it is paid for

It uses a set format to carry the messageIt uses a set format to carry the message

rather than personal, one-on-one sellingrather than personal, one-on-one selling It identifies the sponsor of the messageIt identifies the sponsor of the message

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How does advertising use a setHow does advertising use a set

format?format?

a Advertisements are measured by time orAdvertisements are measured by time or

spacespace

A radio spot is usually 30 seconds long (time)A radio spot is usually 30 seconds long (time)

A newspaper ad can be 1/4 page (space)A newspaper ad can be 1/4 page (space)

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The Main Purpose of AdvertisingThe Main Purpose of Advertising

a To sell products or ideas by presenting itsTo sell products or ideas by presenting its

message so well that the customer will buymessage so well that the customer will buy

the product or accept the idea presented.the product or accept the idea presented.

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Promotional AdvertisingPromotional Advertising

a Promotional advertising is advertising thatPromotional advertising is advertising that

is designed to increase sales byis designed to increase sales by

creating an interest in productscreating an interest in products

introducing new products and businessesintroducing new products and businesses

explaining a productexplaining a product

supporting personal selling effortssupporting personal selling efforts

creating new marketscreating new markets

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Institutional AdvertisingInstitutional Advertising

a Institutional advertising attempts to createInstitutional advertising attempts to create

a favorable impression (image) anda favorable impression (image) and

goodwill for a business or an organizationgoodwill for a business or an organization Purpose is to develop a positive image byPurpose is to develop a positive image by

presenting information about a companys rolepresenting information about a companys role

in the community, important public issues andin the community, important public issues andtopics of general interest.topics of general interest.

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MediaMedia

a Media are the agencies, means orMedia are the agencies, means or

instruments used to convey messagesinstruments used to convey messages

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Three Categories of AdvertisingThree Categories of Advertising

MediaMedia

a Print mediaPrint media

a Broadcast mediaBroadcast media

a Specialty mediaSpecialty media

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Print MediaPrint Media

a Print media can include any of the following:Print media can include any of the following:

NewspapersNewspapers

Direct MailDirect Mail

MagazineMagazine

Outdoor AdvertisingOutdoor Advertising

Directory AdvertisingDirectory Advertising

Transit AdvertisingTransit Advertising

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Advantages & Disadvantages ofAdvantages & Disadvantages of

Newspaper AdvertisingNewspaper Advertising

a Large readershipLarge readership

a Known circulation (easy to target)Known circulation (easy to target)

a Low costLow cost

a Timely and flexibleTimely and flexible

Wasted circulationWasted circulation

Disposable (short lifespan)Disposable (short lifespan)

Poor quality advertisingPoor quality advertising

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Magazine ClassificationsMagazine Classifications

a LocalLocal

a RegionalRegional

a National weekliesNational weeklies

a MonthliesMonthlies

a

QuarterliesQuarterlies

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Magazine AdvertisingMagazine Advertising

a Easy to target your marketEasy to target your marketa Read slowly and thoroughlyRead slowly and thoroughlya Good print qualityGood print qualitya Longer life span because they are kept of anLonger life span because they are kept of an

extended period of timeextended period of time

Less mass appeal within a geographic areaLess mass appeal within a geographic area More expensive than newspapersMore expensive than newspapers

Not timely or flexible (long lead times)Not timely or flexible (long lead times)

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Direct Mail AdvertisingDirect Mail Advertising

(Junk Mail)(Junk Mail)

a Advertising that is sent directly toAdvertising that is sent directly to

prospective customers through the mailprospective customers through the mail

a (More than $80 billion in goods and services(More than $80 billion in goods and services

sold annually through direct mail)sold annually through direct mail)

a Have you ever bought anything throughHave you ever bought anything through

direct mail advertising?direct mail advertising?a What do you do with it when you get it?What do you do with it when you get it?

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Direct Mail AdvertisingDirect Mail Advertising

a Advertiser can be highly selectiveAdvertiser can be highly selectivea Flexible and secretiveFlexible and secretivea Wide choice of formatsWide choice of formatsa Can use coupons or other incentivesCan use coupons or other incentivesa Can directly make the saleCan directly make the sale

Low level of response (-1%)Low level of response (-1%) High costsHigh costs

Poor image (junk mail) often not readPoor image (junk mail) often not read

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a Non-standardized outdoor signs are used byNon-standardized outdoor signs are used by

local firms at their place of business or inlocal firms at their place of business or in

other locations throughout the community.other locations throughout the community.a Standardized outdoor signs are available toStandardized outdoor signs are available to

local, regional or national advertisers.local, regional or national advertisers.

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Three types of standardizedThree types of standardized

outdoor signsoutdoor signs

a Posters - Preprinted sheets put up likePosters - Preprinted sheets put up like

wallpaper on outdoor billboardswallpaper on outdoor billboards

(McDonalds)(McDonalds)a Painted bulletins - Painted billboards thatPainted bulletins - Painted billboards that

are changed every 6 months to a yearare changed every 6 months to a year

a Spectaculars - outdoor signs using lights,Spectaculars - outdoor signs using lights,moving parts and are situated in high trafficmoving parts and are situated in high traffic

areas or cities (Chick-Fil-A)areas or cities (Chick-Fil-A)

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Advantages and Disadvantages ofAdvantages and Disadvantages of


a Highly visibleHighly visiblea Relatively inexpensiveRelatively inexpensivea Permits easy repetition of messagePermits easy repetition of messagea Can be geographically tailored for targetCan be geographically tailored for target

marketmarket

Short message due to limited viewing timeShort message due to limited viewing time Unknown audienceUnknown audience

Government regulationsGovernment regulations

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Directory AdvertisingDirectory Advertising

a Alphabetical listing of businessesAlphabetical listing of businesses

Relatively inexpensiveRelatively inexpensive

Found in 98% of households - all demographicsFound in 98% of households - all demographics

Kept for at least a year - not thrown awayKept for at least a year - not thrown away

Very inflexible due to being printed yearlyVery inflexible due to being printed yearly

Wasted advertising (to non-target market)Wasted advertising (to non-target market)

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Transit AdvertisingTransit Advertising

a Using public facilities to advertise - such asUsing public facilities to advertise - such as

subways, on buses and taxis, in stationssubways, on buses and taxis, in stations

a Reaches a wide and captive audienceReaches a wide and captive audience

a EconomicalEconomical

a Defined market (usually urban)Defined market (usually urban)

Unavailable in smaller townsUnavailable in smaller towns

Subject to defacementSubject to defacement

Restricted to certain travel destinationsRestricted to certain travel destinations

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Broadcast MediaBroadcast Media

a Radio - 6+ years listening to the radioRadio - 6+ years listening to the radio

a Television - 10+ years watching television inTelevision - 10+ years watching television in

70 years70 years

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Radio AdvertisingRadio Advertising

a 96% of people over 12 are reached by radio96% of people over 12 are reached by radio

a Prime time is morning and afternoon drivePrime time is morning and afternoon drive

times - advertisers guaranteedtimes - advertisers guaranteedconcentrated audienceconcentrated audience

a Ads are available in 15, 30 or 60 second timeAds are available in 15, 30 or 60 second time

slotsslots

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Advantages and Disadvantages ofAdvantages and Disadvantages of

Radio AdvertisingRadio Advertising

a Select and audience -Select and audience -

target their markettarget their market

a Flexible - can changeFlexible - can changequickly and easilyquickly and easily

a Mobile (can be takenMobile (can be taken

anywhere - shopping,anywhere - shopping,

jogging, hiking orjogging, hiking or

drivingdriving

a Short life spanShort life span

a Sometimes manySometimes many

stations - have tostations - have todecide which to use ordecide which to use or

use them all (moreuse them all (more

expensive)expensive)

a Distractions - noDistractions - no

visual involvementvisual involvement

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Television AdvertisingTelevision Advertising

a TheThe ultimateultimateadvertising medium because itadvertising medium because it

can communicate with sound, action andcan communicate with sound, action and

colorcolora Prime time is 7 p.m. - 11 p.m.Prime time is 7 p.m. - 11 p.m.

a Infomercials - 30 minute commercials (TheInfomercials - 30 minute commercials (The

George Foreman Grill)George Foreman Grill)

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Television AdvertisingTelevision Advertising

a All elements forAll elements for

creative messagecreative message

a BelievabilityBelievabilitya More personal &More personal &

effectiveeffective

a

Can reach the massesCan reach the massesor target specificor target specific

interestsinterests

a Adaptable to specialAdaptable to special

needsneeds

a Expensive - theExpensive - the

highest productionhighest production

costs - too high forcosts - too high forsmall businessessmall businesses

a Audience size is notAudience size is not

assuredassured

a Nuisance - channelNuisance - channel

surfing - leave duringsurfing - leave during

commercialscommercials

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Specialty MediaSpecialty Media

a Inexpensive, usefulInexpensive, useful

items with anitems with an

advertisers nameadvertisers nameprinted on them -printed on them -

usually given awayusually given away

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Other Types of Advertising MediaOther Types of Advertising Media

a Sports Arena BillboardsSports Arena Billboards

a Movie theater commercialsMovie theater commercials

a Hot air balloons, blimps, skywriting, bannersHot air balloons, blimps, skywriting, banners

a shelf ads, shopping cart ads, couponshelf ads, shopping cart ads, coupon

machines, receipt adsmachines, receipt ads

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Newspaper RatesNewspaper Rates

a Column Inch Rates - number of columns byColumn Inch Rates - number of columns by

number of inches deep multiply by the ratenumber of inches deep multiply by the rate

a Run of Paper rate - The newspaper choosesRun of Paper rate - The newspaper chooseswhere to run the ad - you dont choose thewhere to run the ad - you dont choose the

locationlocation

a Open Rate - Basic charge for a minimum amountOpen Rate - Basic charge for a minimum amount

of space (non-contract rate)of space (non-contract rate)

a Contract Rate - Discounted rates for guaranteedContract Rate - Discounted rates for guaranteed

amount of advertising in a time periodamount of advertising in a time period

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CPMCPM

a CPM is the cost per thousand rate - the costCPM is the cost per thousand rate - the cost

of exposing 1000 readers to an adof exposing 1000 readers to an ada Cost of the ad X1000Cost of the ad X1000 = cost per thousand (cpm)= cost per thousand (cpm)

CirculationCirculation

a Used to compare the rates for different papersUsed to compare the rates for different papers

with different circulationswith different circulations

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Magazine RatesMagazine Rates

a Bleed - 1/2 or full pageBleed - 1/2 or full page

ads are printed to theads are printed to the

very edge (no whitevery edge (no whiteborder) +15-20%border) +15-20%

a Black & White - LowestBlack & White - Lowest

rates - black & whiterates - black & white

adsadsa Color - Each colorColor - Each color

adds more costadds more cost

a Full color - 4 colorFull color - 4 color

a Premium position - adPremium position - ad

placement in mag.placement in mag.a Discounts - frequency,Discounts - frequency,

commission, cashcommission, cash

a

CPM - Cost perCPM - Cost perthousand inthousand in

circulationcirculation

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