Marketing – Chapter 19- Advertising



Advertising - ________________ promotion which promotes ideas, goods, or services by using a variety of media(_________ads per day for average city dweller)Promotional advertising - advertising designed to increase ___________Institutional advertising - advertising designed to create a __________________________ advertising - advertising to reach large numbers of people with their messages (TV, radio)Target advertising - carefully select ____________ (easier because of technology)Types of Media1. Print 2. ____________ 3. Internet 4. Specialty__________Media - includes advertising in newspapers, magazines, direct mail, signs, and billboards__________form of advertising________ and __________ NewspapersMore than _________ paid circulation daily newspapers and several thousand local weekly papers (Posey County Times; Courier Press)Market ________________________due to technologyShoppers - minimal editorial content; ____________National Newspapers - distributed throughout country; ____________and ________________Advantages of Newspapers:Distribution ____________ (circulation); Responses are easily ____________; ______ is low compared to other print mediaDisadvantages of Newspapers:Some papers sold outside business's target market; _________ shelf life; Less _________ appealing than other print media; Newspaper circulation continues to ____________Magazine AdvertisingMore than ____________magazinePublished as weeklies, monthlies, and quarterliesMany also have ____________________________ Magazines - developed for personal pleasure or interest; excellent target marketsBusiness-to-Business Magazines (_________ publications) - for professionals in specific fieldsAdvertising Age, Mass Market RetailersAdvantages of Magazines_____________________than newspapers; Read more ________ than newspapers; Better ________________than newspapers; Variety of ____________ formatsDisadvantages of MagazinesCost is __________ than newspapers; Not as __________ as newspapersDirect-Mail Advertising Highly __________ form of adverting Two forms - printed (US Mail) and electronic (_________)__________ forms of printed direct-mail: catalogs, newsletters, coupons, samplers, price lists Advantages:Highly __________; Wide choice of formatsDisadvantages:Low _______________ (1-3%); Image problem (junk mail)Directory Advertising (Telephone directory)__________ Pages - businesses and residents receive a free alphabetical listing of their phone numbers and addressesYellow Pages - businesses pay for an______________ listing and a display adAdvantages:Inexpensive; ____________are familiar with Yellow Pages; Kept at least ____________Disadvantages:Can't change information until new directory printedOutdoor Advertising______________________signs - are used by companies at their places of business or in other locations Standardized Outdoor signs (billboards) - standard outdoor signs purchased from advertising companies (changed ________________to a year)Transit Advertising - advertisement seen on ___________________ (buses, taxis, trains, public benches)Broadcast media - _______ and _____ advertisementsTelevision AdvertisingMost ads seen on either:major network - ______, ______, ______, ______cable television (11,600 local cable systems)Most TV ads are ________________spotsCombines sight, sound, action, and color (____________ mass advertising medium)Businesses can target message to _______________ with cable TV (sports, music, history)Local TV advertising can be used to _________ specific geographic areasDisadvantages - highest _________________(average $400,000); High cost to for time purchased (30 second ad for Super Bowl - ____________)Radio AdvertisingTimely medium (updated _________________)Over 10,000 AM and FM radio stations (reach over _______________)Carefully target audiences with the type of stationPresented in __________________second time periodsDisadvantages – _________________ and have short life spanInternet AdvertisingInvolves the World Wide Web or email __________ rapidlyEmail Ads - ____________ direct-mail adverting sent via emailBanner Ads - come ________________and sizes, but usually as a rectangle at top, bottom or side of a web pageSearch engine ads - appear while using a _____________such as Google or Bing (Ex. Google's Ad Words)Social Media Advertising - __________________to interact with their products (special business club, extended videos, contests, and many other ideas)Specialty Media (Sales Promotions)- ____________ useful products that are imprinted with the company's name, message or logo (pens, shirts, etc.)Other Advertising Media:TV screens at various locations (airports, subways)__________________at sports arenasOn-screen movie theater adsMessages in elevators, bathrooms, airplanes (along beaches)In-Store Advertising:Retailers are using in-store advertising ________________(electronic shelf ads, cart displays, coupon machines)New Media:Improved ways ____________the Internet continue to provide marketers with creative advertising opportunitiesMedia Planning - process of ____________ the appropriate advertising media and deciding the time or space in which ads should appear to accomplish objectiveMedia Measurement:Audience - number of homes or people __________ to an adFrequency - number of _________an audience sees or hears an advertisementImpression - ____________exposure to an advertising message Cost per thousand (CPM) - cost of exposing _________readers or viewers to an advertising impressionTV research - ____________; Radio research – ____________Media RatesNewspaper Rates1. Classified Ads - grouped or (____________) into specific categories (help wanted; auto sales)2. Display Ads - enable the advertiser to depicted the product or service being advertisedFactors that Affect Ratestype of ad; size; _______________; section or lift-out; page position within a section; __________ VS black and white; annual spend/expenditure commitmentNewspaper advertising rates quoted by column inchMultiply the number of ___________ by the number of inches then multiply the total column inches by the rate.3 columns x 2 inches x $20 = $120USA Today – Wall Street Journal –New York Times - Magazine RatesBased on ____________Type of readershipProduction ____________Bleed - means that half or full-page ads are printed to the ____________of the page leaving no white border (up to 20% extra)Premium position - refers to _______________ (back cover or inside of the first page (most expensive)Internet RatesRates are based on the type of advertisingRates based on the volume of ____________ viewsRadio RatesNetwork radio advertising - message played ____________ (ex. ABC Radio Stations)National spot radio advertising - message ____________ placed in certain regionsLocal radio advertising - used locally by __________________on local channelsTime Slots (most -to- least expensive)Class AA: Morning drive time - __________________Class A: Evening drive time - 4:00 pm - 7:00 pmClass B: Home worker time - 10:00 am - 4:00 pmClass C: Evening time - 7:00 pm - midnightClass D: Nighttime - midnight - 6:00 amTelevision Rates (vary with time of day)____________7:00 pm - 10:00 pmPromotional Budget MethodsPercentage of Sales - based on past or anticipated sales_____________________- uses all funds after paying for expensesFollowing the Competition - business matches its ______________ ad budgetObjective and Task - determines the cost for promotional activities to meet company goals ................
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