53127426 Advertising Media in Management

8/6/2019 53127426 Advertising Media in Management

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AASHISH

ARIF

BALAJI

DEEPTHI

DEVIKARANI

SUKSHITH

VIKRAM


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Ancient

ad

Edoperiod advertisingflyer from 1806 for atraditional medicinecalled Kinseitan


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How many ads do we

see each day?


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What is advertising?yAdvertising is any paid form of

non-personal presentation andpromotion of ideas, goods orservices by an identified sponsor.

yEx: mountain dew, hp laptops


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What is the main purpose of

advertising?yTo see products or ideas by

presenting its message as well thatthe customer will buy the productor accept the idea presented.


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PROMOTIONALADVERTISINGyPromotional advertising is advertising that

is designed to increase the sales by-

yCreating an interest in products

y Introducing new products and business

yExplaining a product

yCreating new markets


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MEDIA

yMedia are the agencies, means oranstruments used to convey messages.

yThree categories of advertising media are:

yPrint media

yBroadcast media

ySpeciality media


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PRINTMEDIAyNewspaper

yDirect mail

yMagazine

yOutdoor advertising

y

Direct advertisingyTransit advertising


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Why news advertising

importatnt?yApproximately 55% of adults read the newspaper

everyday.

y

Do you read the newspaper daily?y Do your parents read the newspaper dialy?

NATIONAL, STATE AND LOCAL

a) USA TODAY

b) THE WALL STREET JOURNALc) THE NEW YORK TIMES

d) THE ATLANTA JOURNAL


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Advantages and disadvantages of

newspaperADVANTAGES

y Large leadership

y Low costs

y Timely and f lexible

y Understandable to

every oney With clear color

haedings

DISADVANTAGES

y Disposable

y Short life span

y Poor quality of paper


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Magazine classificationsyLocal

y

RegionalyNational weeklines

yMonthlies

yQuarterliesConsumer magazines are read for

personal pleasure or interest


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magazine classificationsADVANTAGES

y Easy to target your

markety Read slowly and

throughly

y Good print quality

y Longer life span

DISADVANTAGES

y Less mass appeal

y More expensive thannewspapers

y Not timely or flexible


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DIRECTMAILADVERTISINGyAdvertising that is sent directly to prospective

customers through the mail

y More than $80billion in goods and services soldannually through direct mail

y Have you ever bought anything through directmail advertising?

yWhat do you do with it when you get it?


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Advantatges and disadvantages of

direct mail advertisingADVANTAGES

yAdvertiser can be

highly selectivey Flexible and wide

choice of formats canuse coupons or other

incentives

y Can directly make thesale

DISADVANTAGES

y Low level of response

y High costsy Poor image

yJunk mail often not read


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AD

slogan

Just do it


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Three types of standardized

outdoor signsy Posters- pre-printed sheets put up like wall paper

on outdoor billboards(mc donalds)

y Painted bulletins- painted bulletins that arechanged every 6 months to a year

y Spectaculars- outdoor signs using lights, movingparts and situated in high traffic areas or cities


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outdoor advertisingADVANTAGES

y Highly visible

y Relatively inexpensivey Permits easy repetition

of message can begeographically tailoredfor target market

DISADVANTAGES

y Short message due to

limited viewing timey Unknown audience

y Governmentregulations


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DIRECTADVERTISINGAlphabetical listing of business

y Relatively inexpensive

y Found in 98% of householdsy Kept for @least a year-not thrown away

yVery inf lexible due to being printed yearly

yWasted advertising(to non-target market)


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TRANSITADVERTISINGyUsing public facilities to advertise such as

subways.on buses and trains in stations

yReaches a wide and captive audience

yEconomial

yDefined market

yUnavailable in smaller town


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BROADCASTMEDIAyRadio- 6+years listening to the radio

y

Telivision-10+years watching televisionin 70 years


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RADIOADVERTISINGy96% of people over 12 are reached by radio

yPrime time is moving and afternoon

yAds are available in 15,30 or 60 sec time slots


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radio advertisingADVANTAGES

y Select and audience

target their markety Flexible and can

change quickly andeasily

y Mobile can be takenanywhere(shopping,jogging, hiking ordriving)

DISADVANTAGES

y Short life span

y Sometime manystations have decidedwhich to use

y Distraction- no visualinvolvement


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Different radio advertising optionsy Networks radio advertising- A broadcast from a

studio to all affiliated radio stations throughout

the countryy National spot radio advertising- National firms

advertise on a local station-by-station basis-targetmarkets

y Local rate advertising- Local businesses advertisefor its target market

y Run of schedule- Lets the radio station determinewhen to run the advertisement


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TELEVISIONADVERTISINGyThe ultimate advertising medium because it

can communicate with sound.sction and

colouryPrime time is 7pm-11pm

y Infomercials-3o minute commericals


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television advertisingADVANTAGES

yAll elements for

creative messagey More personal and

effective

yAdaptable to specialneeds

DISADVANTAGES

y Expensive- the highest

productionyAudience size is not

assured

y Nuisance channel

surfing-leave

during commercials


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TELEVISIONRATESyAdvertising rates vary with the time of day

y Prime time is the most expensive from 7pm-11pm

y Class AA time is prime time-other times are classA,B and C

yAdvertisers need to choose the time slot thatreceives the most views in their target market


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THANK YOU

Documents

53127426 Advertising Media in Management