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The Different Types of Advertising

Kasia Counts

kcounts@kent.edu

Abstract

Advertising is always expanding and is used all over the world today. In this paper, I will be informing my audience about the three different types of advertising. These include print advertising, television and radio/broadcast advertising. I would like to provide information regarding the cost of each type, what it takes to capture an audience and which is the most efficient in getting the message out and reaching the audience.

1. Introduction

In the field of professional advertising, there are three different types of advertising most commonly used in today’s global market. These different types of advertising consist of print, television/commercial advertising and radio/broadcast advertising. My goal is to introduce the cost of each type, describe the tricks and or gimmicks used to capture an audience, and which type is the most efficient in the getting the message out to the world.

2. Print Advertising

Print advertising is the oldest form of advertising and the most commonly used form of advertising. When people think of advertising, they often associate it with print advertising first before other types. Utilizing different media outlets such as magazines, newspapers and direct mail, they are very efficient in reaching large amounts of people, especially those of an older demographic.

The cost of a print ad can vary from the size of the ad, how long the ad runs for, the type of publication you use and what section of the publication you choose to place it in. Depending on the size, a print ad in a small newspaper can run for about fifty dollars or less. An ad in a mass circulated magazine, however, can cost thousands of dollars. The most efficient way to find out a certain price for an ad is to contact the publication's advertising department and compare the different costs. It is also not very uncommon for publications to offer discounts if you run multiple ads with them. [1]

3. Print Advertising Effectiveness

According to , “effective print advertising helps you focus on a specific message, highlight a detailed objective and draw the attention of readers towards your advertisement.” Newspaper and other forms of print advertising have been in circulation longer than any other form of advertising. It’s still the most common type of advertising that most businesses think about doing when they want to advertise their products or services.

The ads in print media can do more than just sell a product, they have an effectiveness that can capture an audience and keep them coming back for more. If you are trying to reach a large amount of people, print advertising is also very effective because people who read newspapers or magazines on more than one occasion often see it. Especially those who are of an older generation, because they are more prone to read printed material such as newspapers and magazines to get their news, compared to a younger generation who relies on the Internet and the radio or television.

You can also target your specific demographic by placing the ad in a section of a magazine or newspaper that closely relates to the audience. For example, placing a sporting goods advertisement in proximity to the sports section of the newspaper. These are all very effective ways to use in reaching your audience. [2]

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Figure 1.

4. Television Advertising

Television advertising is the best way to reach a large audience. In fact, television advertising reaches more people than print and radio advertising. Television advertisements usually run anywhere between 30 to 60 seconds in length, but can not too long in fear of losing the audience’s attention. Visual and audio effects are important in creating an effective television advertisement and they enhance the appeal of the commercial.

According to , “because television viewers can easily discern a cheaply produced television commercial from regular programming, many television advertising agencies employ professional copywriters, directors and actors to produce professional caliber commercials that viewers will remember long afterwards.”

Television advertising is also very similar to radio/broadcast advertising. Advertisers pay television station’s to air their commercials during a set number of local breaks, which is why many television viewers see more local commercials during afternoon or late night hours. However, during prime time when more television is being watch, commercial breaks are often taken over by nation or regional clients such as Wal-Mart or Target.

Costs for television advertising can be quite dramatic. At times, airing a commercial on a small local television station can cost you anywhere from a few hundred dollars to a few thousand. However, airing a commercial at a time where the whole country may be watching, such as the Superbowl, can cost advertisers millions and millions of dollars.

If you were in a smaller business, keeping a budget of about $500 dollars would be wise. Looking for local production companies or technical schools would be the best option to get the best price. [3]

5. Television Advertising Effectiveness

Not all television advertising is as effective as advertisers’ would hope it would be. However, measuring the effectiveness of television advertising has become easier to determine. With the Nielsen Ratings, advertisers’ are able to see what different households and demographics watch.

The effectiveness of television advertising is all about reaching a broad audience. Instead of advertisers paying a flat rate, they pay for how many different customers they reach when partnering with a show. The process includes quizzing a small sample of households on what they watched during a given week. It is then estimated by the amount of people that watch a particular show. Advertisers base all their rates on research done by Nielsen and according to the Nielsen ratings. [4]

To create an effective television advertisement, it's very wise to have a good script that highlights a strong offer. Ads also have to be effectively produced, which is why it's often better to enlist the services of an advertising agency, which can help you create an entire campaign.

Some of the positives about television advertising are that is reaches audiences when they are the most attentive. Also, it gives you the opportunity to convey the message you are trying to send with sight, sound and motion.

In addition, those attributes can give your product or service instant credibility. It also gives you a chance to express your creative side, give your business a personality, which can be especially effective for smaller business that often rely on repeat customers. [5]

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Figure 2.

6. Radio/Broadcast Advertising

Radio advertising is the most cost efficient advertising method. According to , you can have a radio spot developed for less than 1,500.00. Radio advertising only has an effective reach if it reaches your specific target audience. According to Arbitron's American Radio Listening Trends report, broadcasting over the United States reaches over 94% of the population over twelve years of age, each week.

It also states “the advantage radio advertising offers your business stems from its unique combination of high reach, high target ability, and low cost. When combined with the database approaches of traditional direct marketers and broadcast direct-response advertising techniques that drive response and deliver new customers, radio advertising can be - and is for many of our clients - the main engine of growth and profitability for a business.”

Advertising over the radio can be very cost effective. Radio advertising cost is the most obvious and important of the top three characteristics of radio advertising that makes it very appealing to advertisers. Since you can often get a radio advertisement developed for under 1500, you can also get your radio advertisement aired for under $100 at agency discounted rates. Additionally, you can air a radio ad for an entire week on multiple stations for as much as $2500. Unlike television advertisements, the audience testing process is much more time efficient, therefore it costs you less time and less money, [6]

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Figure 3.

7. The Effectiveness of Radio Advertising

In order to make your radio advertisement effective, describes four different points to guide you in the right direction. First, you have to directly pin point your audience. You have to know what kinds of people you are trying to reach. Include important factors such as age, gender, where they live and household income. It would also be best to discuss the demographic you are trying to reach with the stations you are considering advertising on, since they have a general idea of what types of people listen to their radio station.

Also, you have to know what you’re buying. There are three important factors in evaluating proposals. These are reach, cost-per-point and frequency. Reach consists of the number of people that will hear your advertising message. Frequency is the average number of times people will hear your message. Cost-per-point is how you would go about evaluating cost effectiveness for your advertisement. It’s also the best way to compare the value of competing stations, so you can buy enough frequency so your message is heard.

The website also suggests that you should look for special sponsorships to benefit your advertisements. Radio stations will often offer sponsorships to fund news, weather and other types of programming. If you sponsor one of their programs, they will often associate your company with it and also give your advertisement priority over other company’s advertisements.

Lastly, you need to entertain the audience. Most radio advertisements are full of humor or they may utilize sound effects or unique voices to really grab the audience’s attention. If you are going to have your advertisements running more than a few times, it’s good to keep a theme going so your audience will always be engaged in your message. [7]

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Figure 4.

8. Improvement

Advertising has come a long way since it’s beginning. No matter what you choose, whether it is print, television or broadcast, you can bet that you will get your message out there. With all the technological advancements and outlets like direct mail, e-mail and the Internet, advertisers have a plethora of resources right at their fingertips. The field of advertising is suspected to grow rapidly in the near future and jobs are expected to increase. Any way you put it, advertising has a bright future ahead.

9. References

[7] "4 Keys to Radio Advertising - ." Business & Small Business. Web. 11 Dec. 2009. .

[6]"About Radio Advertising Costs and Radio Ads | Strategic Media, Inc." Radio Advertising - Direct Response Advertising | Strategic Media, Inc. Web. 11 Dec. 2009. .

[4]"The Effectiveness of TV Advertising | ." EHow | How To Do Just About Everything! | How To Videos & Articles. Web. 11 Dec. 2009. .

[5]Television Advertising Costs. Web. 11 Dec. 2009. .

[1]"Term definition: Newspaper Advertising." Business & Small Business. Web. 11 Dec. 2009. .

[2]"We Prospect." Web. 11 Dec. 2009. .

[3]"What is Television Advertising?" WiseGEEK: clear answers for common questions. Web. 11 Dec. 2009. .

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