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The average person is exposed to approximately 2000 ads each week. Do you see that many or more?
What is advertising?
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Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
The time or space devoted to it is paid for It uses a set format to carry the message rather than personal, one-on-one selling It identifies the sponsor of the message
To sell products or ideas by presenting its message so well that the customer will buy the product or accept the idea presented.
Promotional Advertising
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Institutional Advertising
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Institutional advertising attempts to create a favorable impression (image) and goodwill for a business or an organization
Purpose is to develop a positive image by presenting information about a companys role in the community, important public issues and topics of general interest.
Media
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Print Media
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Magazine Classifications
Local a Regional a National weeklies a Monthlies a Quarterlies
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Less mass appeal within a geographic area More expensive than newspapers Not timely or flexible (long lead times)
Low level of response (-1%) High costs Poor image (junk mail) often not read
Outdoor Advertising
Non-standardized outdoor signs are used by local firms at their place of business or in other locations throughout the community. a Standardized outdoor signs are available to local, regional or national advertisers.
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Short message due to limited viewing time Unknown audience Government regulations
Directory Advertising
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Transit Advertising
Using public facilities to advertise - such as subways, on buses and taxis, in stations a Reaches a wide and captive audience a Economical a Defined market (usually urban)
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Broadcast Media
Radio - 6+ years listening to the radio a Television - 10+ years watching television in 70 years
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Radio Advertising
96% of people over 12 are reached by radio a Prime time is morning and afternoon drive times - advertisers guaranteed concentrated audience a Ads are available in 15, 30 or 60 second time slots
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Select and audience target their market Flexible - can change quickly and easily Mobile (can be taken anywhere - shopping, jogging, hiking or driving
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Short life span Sometimes many stations - have to decide which to use or use them all (more expensive) Distractions - no visual involvement
Television Advertising
The ultimate advertising medium because it can communicate with sound, action and color a Prime time is 7 p.m. - 11 p.m. a Infomercials - 30 minute commercials (The George Foreman Grill)
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All elements for creative message Believability More personal & effective Can reach the masses or target specific interests Adaptable to special needs
Expensive - the highest production costs - too high for small businesses Audience size is not assured Nuisance - channel surfing - leave during commercials
Specialty Media
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Inexpensive, useful items with an advertisers name printed on them usually given away
Newspaper Rates
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Column Inch Rates - number of columns by number of inches deep multiply by the rate Run of Paper rate - The newspaper chooses where to run the ad - you dont choose the location Open Rate - Basic charge for a minimum amount of space (non-contract rate) Contract Rate - Discounted rates for guaranteed amount of advertising in a time period
CPM
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CPM is the cost per thousand rate - the cost of exposing 1000 readers to an ad
Cost of the ad X1000 = cost per thousand (cpm) Circulation Used to compare the rates for different papers with different circulations
Magazine Rates
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Bleed - 1/2 or full page ads are printed to the very edge (no white border) +15-20% Black & White - Lowest rates - black & white ads Color - Each color adds more cost
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Full color - 4 color Premium position - ad placement in mag. Discounts - frequency, commission, cash CPM - Cost per thousand in circulation