Advertising 3

• Good for new announcements
• Good market coverage
• Good for comparison shopping
• Positive consumer attitudes
• Good to reach educated and affluent consumers
• Flexibility--geographic; scheduling

• Short life span
• Clutter
• Limited reach for certain groups
• Poor Production values

• High production values
• Selective audience
• Receptive audience
• Long life span
• Format encourages creativity
• Good for brand messages
• Good for complex or in-depth messages

• Long Lead times-limited flexiblity
• Lack of immediacy
• High cost
• Sometimes limited distribution

• Inexpensive
• Food ROI of 1:15
• Flexible in size, colors, formats
• Long life

• Lack of flexiblity-can be long time before a change can be made
• Competitive clutter and look-alike ads
• Low production quality

• Good situational medium
• Directional
• Brand reminder medium
• High-impact--larger than life
• Least exppensive
• Long life

• Traffic moves quickly
• Can't handle complex messages-designs must be simple
• May be easy to miss (depending on location)
• Some criticize outdoor ads "polluting" the landscape
• Transit lacks the size advantage of other outdoor media

• Stimulates point-of-purchase decision making
• Last ad a consumer sees
• In-home is brand reminder on shelf
• Billboarding effect can dominate shelf
• Reinforces brand advertising
• Delivers product information

• Cluttered environment
• Shelf space may be limited
• Can get inconvenient placement-such as bottom shelf
• Limited space needs simple message

• High-impact--sight, sound, motion
• Reach
• Local & National
• Targeted cable channels

• Broad audience
• High production cost
• Intrusive
• Messages are short-lived

• Mass & addressable
• Personalized
• Extremely low cost
• Can be interactive

• Clutter
• Limited reach
• Limited creative options

People using more than one media at a time

$245 billion in spending

A decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives

Selecting the best combination of media vehicles, nontraditional media, and marketing communication tools to reach the targeted stakeholder audiences

A single program, magazine, or radio station

In media planning, on person's opportunity to be exposed to an advertising message

# of copies sold

The sum of the audiences of all the media vehicles used within a designated time span

The percentage of different homes or people exposed to a media vehicle or vehicles at least once during a specific period of time. It is the % of unduplicated audience

The number of times an audience has an opportunity to be exposed to a media vehicle or vehicles in a specified time span

Ad that gets and holds the attention of its audience

59 billion dollar industry

• Wall Street Journal
• USA Today

• SBC communications
• Verizon
• Federated Dept Stores
• GM

• Subscription=Copies delievered to individuals and companies that sign up to revieve the pulication over a specified time for a certain fee.
• Single Copy Sales=Copies sold at newsstands
• 3rd Party=Copies bought by hotels, resturants, and airlines that are distributed to guests

• Dailies= about 1,500 dailies in the US, usually published in cities, and larger towns. More than 53 million in circulation with avg. of 2.3 readers per copy
• Weeklies= about 6,700 serving towns, suburbs, and smaller cities; includes penny savers
• Sunday Editions= publish about 30% of dailies and a few weeklies w/combined circulation of 55 million and an average of 2.6 readers per copy.
• Business or Organization Newspapers= May be published weekly, monthly, quarterly, bimonthly (every other), or semimonthly (2x a month)

• Morning=Yesterday's events, advance coverage of today's events
• Evening=Today's events (through midday) and advance stories for tomorrow
• All-day=Frequent updates with different editions published during the day
• Special Interest= Ethnic and upscale neighborhoods by zip code.

• Broadsheet=standard size generally 22'' deep and 14'' wide with 8 columns
• Tabloid=half the size of a broadsheet with 5 or 6; 2'' columns

A standardized system of advertising sizes in newspapers

• Classified Ads=Commerical ads arranged in the newspaper according to the interests of readers
• Displayed Ads=Sponsored messages that can be of any size and location within the paper, except the editioral page
• Supplemental Insert=syndicated or local full color advertising inserts that appear in newspapers throughout the week

92% of all americans

stories and information about an entire industry

deals with a business fuction; ie Direct Marketing

color exend to the edge of the paper

the white space running between the inside edges of the pages, meaning no words can run through the gutter and that all body text is on one side or the other

Ad that folds onto itself

created on site, usually 14 x 28 feet in size

the standard unit for space sales based on the opportunity a person has to see a particular outdoor board.

media such as radium television and interactive meadia which transmit sounds or images electronically

a series of electriacl impluses used to transmit radio and television broadcasting

a network of radio stations that use public broadcasting material usally provied by NPR (national Public radio)

• Cable Radio=uses cable television recievers to deliever static-free music (subscribers)
• Satellite Radio= deliver your favorite radio stations regardless of where you are in the US via satellite
• Low Power FM=nonprofit non commerical stations that serve a small market (college radio)
• Web Radio=audio streaming via a website

• Station Fans=loyal to specific station; largest segment of radio listeners
• Radio Fans=1/3 of the listeners
• Music Fans=are most likely to be men b/w 25-45
• News Fans=smaller % of radio listeners who choose their stations based on a need for news and information

• Morning Drive Time= 6-10am
• Mid-Day= 10am-3pm
• Evening Drive Time= 3-7pm
• Evening= 7pm-midnight
• Late Night= midnight-6am

national networks send out programming and advertising to affiliates

Ads are with an individual radio station rather than the network

high-quality, specialized, and original programming

catching the most listeners during commutes

exists when 2 + stations are able to broadcast the same program that originates from a single source

programming on tv that runs b/w the hours of 8pm-11pm

a station that contracts with a national network to carry newtork originated programming during part of its schedule

A form of subscription tv that the singlas are carried to households by a cable

Subscription tv programming delivered by satellite to locations with satellite dishes

Independent but high-power tv stations

cable scheduling that runs commericals across an entire subscriber group simultaneously

Local stations unaffiliated with a national network

cable scheduling that allows advertisers to show their commercials to highly restricted geographic audiences through interconnects

station ran on donations not commericals

• Interactive TV-tv with computer capablities
• Highdefinition-(HDTV)

• Banner ads
• Pop up/pop under
• Interstitials