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COMPONENTS OF ADVERTISEMEN S ONLINE ADVERTISING DIRECT MAIL Slide 2 PARTS OF AN AD When the illustration (art-work) is eye-catching, it attracts the reader's attention to the headline and copy. White space is the blank space between the elements of an ad. Business identification is the part of an advertisement that identifies the advertiser and may include additional information about the business. Slide 3 AD COPY Copy (text) that tells readers different ways they can use the product is focusing on the product's uses. If an advertiser gives factual information about the product, the copy is focusing on the product's features. Advertisers use statements such as "Only 3 days left" in their copy to encourage readers to take action. Copy that makes a general or specific statement about the product is making a claim. Slide 4 AD COPY Copy is the text of an advertisement that delivers the sales message. Because the product is so complex, its features should be described in the advertisement's copy. A slogan is a phrase that is easy to remember. An illustration is a photograph, drawing, painting, or graphic. The headline is the text set in large type and is usually positioned at the top of an ad. You are in good hands with Allstate Slide 5 AD COPY Slide 6 DIRECT-MAIL MARKETING Effective direct-mail marketing campaigns typically include a call to action, which is essentially an incentive that encourages customers to respond and take some action. Unless the direct-mail marketing campaign is extremely well planned and targeted at exactly the right customers, it is likely not to be highly cost- efficient. Slide 7 DIRECT-MAIL MARKETING Direct mail is difficult to track unless customers are required to bring the ad/coupon to the business to take advantage of a special offer/discount. Even then, it is often difficult to determine all pertinent demographics regarding the respondents. Slide 8 DIRECT-MAIL MARKETING To be successful, direct mail should be BRIEF, not detailed. Customers should not have to spend a lot of time reading/studying the mail. Instead, the mailer should get its message across to customers as simply and quickly as possible. Slide 9 DIRECT MARKETING Direct marketing can be targeted to those customers who are most likely to buy. Examples of direct marketing include e- mail marketing, telemarketing, mailshots, SMS, and social media. Advertising, publicity, and sales promotion CANNOT be targeted to the extent of direct marketing. Slide 10 ONLINE ADVERTISING - BANNER ADS Most banner ads are interactive, which means they involve two-way communication. Users are able to click on the ad and be linked to the advertiser's home page. Users also may click on a portion of the ad to obtain additional info., download coupons or other specials, or link to related sites. Slide 11 ONLINE ADVERTISING - BANNER ADS Banner ads are NOT restrictive/selective because they are available to all users who access the site. The ads may, or may not, be productive depending on whether or not they appeal to consumers. Slide 12 ONLINE ADVERTISING Advertising online is very similar to traditional advertising and is intended to serve the same purpose. The most common forms of online advertising are banner ads, button, and pop-ups; however, sponsorships are gaining in popularity. Slide 13 ONLINE ADVERTISING When a business sponsors a web site, it pays for its name, and often a message, to appear on the site. Every time someone visits the site, they see the name and are reminded of the business. Hosting chat rooms is NOT an example of online advertising. Slide 14 ONLINE ADVERTISING Many types of businesses in the sport/event industry, including retailers, use online advertisements to promote their products. Slide 15 ONLINE ADVERTISING For example, ski and snowboard enthusiasts are likely to spend their leisure or vacation time on the ski and snowboard slopes, which often have lodging facilities. A snowboard retailer might place a banner ad on a nearby ski resort's web site to promote its snowboarding products with the goal of attracting the snowboard enthusiasts to the store. Slide 16 COMMON INTERESTS Businesses are most likely to advertise on web sites that have an interest in their products. A tire producer would likely advertise its products (tires) on auto-racing web sites such as NASCAR or the Sports Car Driving Association. Slide 17 COMMON INTERESTS Because of their common interest in cars, auto- racing enthusiasts are more likely to pay attention to automobile tire ads than are marathon runners, fitness trainers, and tennis fans. Slide 18 MULTIMEDIA MESSAGING SERVICES Multimedia messaging services (MMS) allow individuals and businesses to send rich-media messages to cell phones. These messages may contain text, graphics, sound, and video. Short messaging services (SMS) also allow individuals and businesses to send messages via cell phones, but SMS messages only contain textnot images or graphics. Slide 19 MULTIMEDIA MESSAGING SERVICES Since Willmer's Hotel wants to send brief videos in these messages to customers' cell phones, it needs to use the more sophisticated of the two types of mobile messaging servicesMMS. Slide 20 TEXT MESSAGES WITH COUPONS Currently, the mobile market is accustomed to receiving text messages on their phones. Attaching a coupon/discount to the text message has been shown to get greater response than messages without coupons. Rich media may be the future for mobile advertising, but it's NOT there, yet. Cross-platform campaigns indicate the message/advertisement will be used in multiple media. Research indicates mobile ads are more effective when they are designed specifically for that medium, rather than for multiple media. Slide 21 QUICK RESPONSE CODES The evolution of the smartphone has provided businesses with another way to connect with their customers. Quick-response codes are similar to bar codes but look like a matrix of boxes or squares. Businesses often place quick-response codes in newspaper/magazine ads and on signs or other printed materials. Individuals use applications on their smartphones to scan the code. The code might contain a URL to the business's web site or a coupon for discounted merchandise or services. Slide 22 MOTIVATE CUSTOMERS TO BUY The electronic media include TV, radio, and the Internet. Many sport/entertainment events appear on the electronic media and are viewed by consumers throughout the world. This benefits the S/E industries because the coverage motivates consumers to buy tickets to events/merchandise. S/E industries often advertise on the electronic media. S/E industries DO NOT USE electronic media to encourage athletes to participate or to conduct worldwide research. Slide 23 SELLING BROADCAST RIGHTS One way that professional sport teams earn money for their organizations is by selling broadcasting rights to television networks, which air the games on television. Sponsoring charitable events, participating in merchandising programs, and promoting the games on its web site are NOT revenue sources that involve broadcasting sport events on television. Slide 24 FANTASY SPORTS Many professional sport organizations (e.g., NASCAR) and media outlets (e.g., ESPN) are using fantasy sport games to attract fans to their web sites. Because fantasy sports are so popular, they have evolved into a growing industry. Many entrepreneurs have started their own businesses by offering different versions of fantasy sport games and information sites that help the owners build their dream teams. Slide 25 HTML TEXT To be indexed and included in search-engine results, web sites must be search-friendly. They must be visible to search engine spiders that travel the Internet and store data about different web sites. Search engine spiders are most likely to see and index web sites consisting of HTML text properly. HTML (Hypertext Markup Language), is the language generally used for encoding documents posted to the World Wide Web. Slide 26 HTML TEXT Although some spiders can see non-HTML content, most do not see Java applets, Flash files, or images accurately. Web sites that consist mainly of non-HTML files are unlikely to be ranked highly in search-engine results if they are included in the search-engine results at all. Slide 27 REVIEW Slide 28 72.Which of the following statements regarding direct-mail marketing campaigns is true: A. They should contain detailed data B. They are highly cost-efficient C. They are easy to track D. They should include a call to action Slide 29 73 74 75 76 77 78 79 80 81 72. Which of the following statements regarding direct-mail marketing campaigns is true: A. They should contain detailed data B. They are highly cost-efficient C. They are easy to track D. They should include a call to action Slide 30 73.Which of the following best enables marketers to target specific groups of customers so that the marketers can focus their promotional efforts to get the best results: A.Advertising B.Direct marketing C. Publicity D.Sales promotion Slide 31 73.Which of the following best enables marketers to target specific groups of customers so that the marketers can focus their promotional efforts to get the best results: A. Advertising B. Direct marketing C. Publicity D. Sales promotion Slide 32 74.Which of the following is a characteristic of most online banner advertisements: A. Productive B. Restrictive C. Selective D. Interactive Slide 33 74.Which of the following is a characteristic of most online banner advertisements: A. Productive B. Restrictive C. Selective D. Interactive Slide 34 75. Which of the following is an example of online advertising: A. Hosting chat rooms B. Providing information C. Sponsoring a web site D. Giving away gifts Slide 35 75. Which of the following is an example of online advertising: A. Hosting chat rooms B. Providing information C. Sponsoring a web site D. Giving away gifts Slide 36 76. Which of the following types of sport/event businesses would be most likely to place an advertisement on a ski resorts web site? A. Shoe manufacturer B. Snowboard retailer C. Cross-training equipment distributor D. Rock-climbing boot retailer Slide 37 76. Which of the following types of sport/event businesses would be most likely to place an advertisement on a ski resorts web site? A. Shoe manufacturer B. Snowboard retailer C. Cross-training equipment distributor D. Rock-climbing boot retailer Slide 38 77. A tire producer is most likely to advertise its products on a website that interests: A. Fitness trainers B. Marathon runners C. Auto racing enthusiasts D. Tennis fans Slide 39 77. A tire producer is most likely to advertise its products on a website that interests: A. Fitness trainers B. Marathon runners C. Auto racing enthusiasts D. Tennis fans Slide 40 78. The part of a print advertisement that is often noticed first by readers is the: A. Business identification B. Illustration C. White space D. Copy Slide 41 78. The part of a print advertisement that is often noticed first by readers is the: A. Business identification B. Illustration C. White space D. Copy Slide 42 79. When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the products: A. Uses B. Producer C. Price D. Features Slide 43 79. When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the products: A. Uses B. Producer C. Price D. Features Slide 44 80. Advertising copy that states only 3 days left is trying to: A. Encourage action B. Describe features C. Identify benefits D. Make a claim Slide 45 80. Advertising copy that states only 3 days left is trying to: A. Encourage action B. Describe features C. Identify benefits D. Make a claim Slide 46 81. Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer: A. Slogan B. Headline C. Copy D. Illustration Slide 47 81. Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer: A. Slogan B. Headline C. Copy D. Illustration Slide 48 21. (2)To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to send advertising messages to past guests via their cell phones. Each message will contain a brief video showcasing new features/services the hotel offers. Which type of mobile messaging service should Wilmer's use? A. Complex messaging services (CMS) B. Short messaging services (SMS) C. Multimedia messaging services (MMS) D. Digitized messaging services (DMS) Slide 49 21. (2)To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to send advertising messages to past guests via their cell phones. Each will contain a video showcasing new features/services the hotel offers. Which type of mobile messaging service should Wilmer's use? A. Complex messaging services (CMS) B. Short messaging services (SMS) C. Multimedia messaging services (MMS) D. Digitized messaging services (DMS) Slide 50 22 (2). Currently, which of the following mobile advertising strategies has been most successful: A. Rich media B. Text message with coupon C. Cross platform D. Banner ad campaign Slide 51 22 (2). Currently, which of the following mobile advertising strategies has been most successful: A. Rich media B. Text message with coupon C. Cross platform D. Banner ad campaign Slide 52 23 (2). A business places a matrix on a promotional sign that potential customers can scan with their smartphones. After scanning the matrix, potential customers have digital coupons in their smartphones, which they use to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of: A. Cable-network tags B. Reverse-messaging features C. Receipt-verification application D. Quick-response codes Slide 53 23 (2). A business places a matrix on a promotional sign that potential customers can scan with their smartphones. After scanning the matrix, potential customers have digital coupons in their smartphones, which they use to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of: A. Cable-network tags B. Reverse-messaging features C. Receipt-verification application D. Quick-response codes Slide 54 25 (2). Sport/event industries often use the electronic media to: A. Conduct worldwide search B. Attract advertising support C. Encourage athletes to participate D. Motivate consumers to buy Slide 55 25 (2). Sport/event industries often use the electronic media to: A. Conduct worldwide search B. Attract advertising support C. Encourage athletes to participate D. Motivate consumers to buy Slide 56 26 (2). How does a professional sport team earn revenue when it permits its games to appear on television? A. Participating in merchandising programs B. Sponsoring charitable events C. Selling broadcast rights D. Promoting the games on its web site Slide 57 26 (2). How does a professional sport team earn revenue when it permits its games to appear on television? A. Participating in merchandising programs B. Sponsoring charitable events C. Selling broadcast rights D. Promoting the games on its web site Slide 58 27 (2).To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams & compete against other fans sport teams. The growing industry is referred to as: A. Online exchange B. Data interchange C. Game works D. Fantasy sports Slide 59 27 (2).To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams & compete against other fans sport teams. The growing industry is referred to as: A. Online exchange B. Data interchange C. Game works D. Fantasy sports Slide 60 84 (2).Which of the following is most likely to be visible to search engine spiders: A. Flash files B. Java applets C. HTML text D. Images Slide 61 84 (2).Which of the following is most likely to be visible to search engine spiders: A. Flash files B. Java applets C. HTML text D. Images