Marketing - Ch 19 - Advertising

The most costly advertising media.

The audience is determined by Nielsen Media Research during sweep months.

In this type of budget, it is based on last year's sales or projected sales

High rate charged for infrequent advertisers.

Creates a favorable image for a company and to foster goodwill in the marketplace.

A disadvantage to this type of print media is declining subscribers.

A form of advertising that uses either email, the web or social media.

Most expensive time of day to advertise is prime time, between 7-10 pm.

Relatively inexpensive, useful items featuring an advertiser’s name or logo: pens, hats, etc.

Typically measured and calculated in terms of time or space.

Cost is determined by the amount of space used and the position in the newspaper

Found inside trains, taxis, buses; ads on benches; bus stop shelters; newsstands & trash cans

An ad that depicts a product or service, uses photos/clip art & headlines to attract attention.

The process of selecting the advertising media, deciding the time/space the ads will appear

In this advertising medium, the greatest pricing factor is the time of day ("drive times")

This is the most effective type of promotional budget.

A magazine ad in Sports Illustrated of Cam Newton drinking Gatorade.

Newsletters, catalogs, coupons, etc. sent to a consumer's mailing address.

The appearance of an ad on a computer user’s screen.

Advertising in newspapers, magazines, direct mail, signs and billboards.

Kohl's creates advertising promoting their Kohl's Cares program that donates books to the needy

Example: public busses in Fargo are wrapped in NDSU logos

A discounted rate for advertising more frequently.

Outdoor signs, like billboards, purchased from advertising companies like Newman Signs.

Audience is determined by diaries collected by the Arbitron Company.

Advantages: heard just about anywhere, updatable, immediate, careful selection of audience

In this advertising medium, the greatest factors affecting price are bleed, color & position.

Used to introduce new products, promote a new product, advertise an existing product/service

Highly visible, but limited viewing time

Nike develops a new basketball shoe and creates various ways to let consumers know about it.

Ways that are used to convey advertising messages to the public.

Banners, buttons & pop-up ads

Pay by the word or line of type.

Has a low level of response and has a "junk mail" stigma.

Combines all the creative elements: sight, sound, action & color.

In this type of budget, you pay all bills and spend the rest on advertising (New businesses)

This type of budget is used in short term situations, like a business just starting up.

Targets consumers or business-to-business customers.

Help wanted, real estate, auto sales, personals all show up here.

Limitations are a short shelf life & less visually appealing than other types of print media.

In this type of budget, you make goals and decide what advertising will help achieve the goals.

Measures the audience by circulation

How often an audience sees or hears an advertisement.

Outdoor signs used by companies at their place of business or in other locations.

This type of print advertising has a long life span, it's passed on, and is colorful.

Advertising in a telephone book.

The number of homes or people exposed to an ad.

Media cost of exposing 1,000 readers or viewers to an advertising impression.

A common way to share cost information about a business's advertising medium.

In this type of budget, you follow what your competition does for advertising & promotion.