Marketing - Ch 19 - Advertising

Banners, buttons & pop-up ads

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

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

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

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

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

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

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

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

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

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

The number of homes or people exposed to an ad.

Highly visible, but limited viewing time

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)

How often an audience sees or hears an advertisement.

Example: public busses in Fargo are wrapped in NDSU logos

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

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

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

Audience is determined by diaries collected by the Arbitron Company.

A discounted rate for advertising more frequently.

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

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

Targets consumers or business-to-business customers.

Measures the audience by circulation

Typically measured and calculated in terms of time or space.

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

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

High rate charged for infrequent advertisers.

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

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

This is the most effective type of promotional budget.

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

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

The most costly advertising media.

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

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

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

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

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

Advertising in a telephone book.

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

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

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

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

Pay by the word or line of type.

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

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

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