Advertising

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Advertising
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If you think advertising doesnt pay, consider
this There are twenty-five mountains in
Colorado higher than Pikes Peak. Can you name
one?
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What is Advertising?

• Paid, non personal communication
• Transmitted through mass media

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Types of Advertising
Institutional
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Types of Advertising
Product
Institutional
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Types of Advertising
Institutional
Advocacy
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Types of Advertising
Institutional
Advocacy
Pioneer (Institutional)
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Types of Advertising
Institutional
Advocacy
Competitive (Institutional)
Pioneer (Institutional)
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Types of Advertising
Institutional
Advocacy
Competitive (Institutional)
Pioneer (Institutional)
Reminder (Institutional)
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Types of Advertising
Product
Institutional
Advocacy
Competitive (Institutional)
Pioneer (Product)
Pioneer (Institutional)
Reminder (Institutional)
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Types of Advertising
Product
Institutional
Competitive (Product)
Advocacy
Competitive (Institutional)
Pioneer (Product)
Pioneer (Institutional)
Reminder (Institutional)
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Types of Advertising
Product
Institutional
Competitive (Product)
Reminder (Product)
Advocacy
Competitive (Institutional)
Pioneer (Product)
Pioneer (Institutional)
Reminder (Institutional)
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Developing the Advertising Program
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Developing the Advertising Program

• Identifying the Target Audience

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Fear Appeals

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Fear Appeals
• Sex Appeals

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Fear Appeals
• Sex Appeals
• Humorous Appeals

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Fear Appeals
• Sex Appeals
• Humorous Appeals
• Celebrity Endorsers

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Reach

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Reach
• Rating

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Reach
• Rating
• Frequency

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Reach
• Rating
• Frequency
• Gross Rating Points (GRP)

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Reach
• Rating
• Frequency
• Gross Rating Points (GRP)
• Cost Per Thousand (CPM)

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Media Alternatives

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Media Alternatives

• Television
• Creative opportunities flexibility (video
  audio)
• Reaches wide, diverse audience
• Demographic selectivity with cable
• Relatively costly

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Media Alternatives

• Radio
• Widespread
• Selectivity and audience segmentation
• No video
• Short message life

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Media Alternatives

• Magazines
• High quality graphic reproduction
• Demographic, regional selectivity
• Relatively long advertising life
• Cost per contact relatively high
• Infrequent (weekly, monthly)

PC Week
Ebony
SPORTS ILLUSTRATED
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Media Alternatives

• Newspapers
• Geographical flexibility reach potential
• Excellent local medium
• Production costs rising
• Declining readership
• Competition from online sources

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Media Alternatives

• Internet
• Good visuals, audio
• Interactivity!
• Technologically innovative
• Still evolving, difficult to measure impact

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Media Alternatives

• Outdoor media
• Roadside billboards, transit signs, outdoor
  benches, motor carrier trailers
• Flexible, low-cost, geographic selectivity
• Good reach frequency

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Scheduling the Advertising Program

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Scheduling the Advertising Program
• Continuous

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Scheduling the Advertising Program
• Continuous
• Flighting

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Developing the Advertising Program

• Identifying the Target Audience
• Specifying Advertising Objectives
• Advertising Budget
• Designing the Advertisement
• Selecting the Media
• Scheduling the Advertising Program
• Continuous
• Flighting
• Pulse