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Advertising MediaChapter 14.1Introduction to Business and Marketing
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Objectives
• Define advertising.
• List types of media that businesses use to reach potential customers.
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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.
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Why Companies Advertise
Advertising uses humor,
creativity, style, and originality
to create an image of products.
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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.
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Famous Slogans
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Types of MediaA medium is a channel or system
of communication.
Print media include
newspapers, magazines, signs,
and billboards.
Advertisements are
communicated to consumers
through the mass media
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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.
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Magazines
Most magazines are
national and appear
every week or every
month.
Magazine ads have a
longer life than
newspaper ads.
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Television
Television advertising
combines sounds,
images, and motion.
TV ads can be shown on
national, local, or cable
stations.
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Television
A unique type of TV ad is the
infomercial
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.
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TelevisionTV 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.
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Big Advertising Spenders
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Direct-Mail Advertising
Direct-mail advertising
allows advertisers to reach a
specific target market.
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Types of Direct Mail
• Often called “junk mail”
• Cost is high
• Coupons and free
samples are often
included
• Often discarded without
being read
DirectMail
Letters Flyers
Postcards
Catalogs
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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.
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Radio Advertising
Radio ads reach a large
audience, but may not be as
effective as TV or magazine
ads because they cannot use
images.
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Online Media
Two main types of online ads
are pop-up ads and banner
ads.
A webcast is another way to
advertise online.
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Outdoor AdvertisingBillboards are the most
common form of outdoor
advertising.
Billboards are very visible,
but many people drive by
them too quickly to notice
them.
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Transit Advertising
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.