Types of Advertising
newspaper advertising
PROS: large readership, high level of reader involvement advertisers can target certain people relatively low cost ads are timely CONS: wasted circulation short life black and white
directory advertising
an alphabetical listing of households and businesses telephone directories PROS: inexpensive can be used with all demographic groups are found in 98% of American households usually kept for at least a year CONS: only printed once a year some service business' are used infrequently; therefore, directory advertising must be combined with another type
advertising
any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor
institutional advertising
attempts to create a favorable impression and goodwill for a business or an organization
magazine advertising
classified as: local, regional, or national weeklies, monthlies, and quarterlies consumer or business (trade) PROS: can target audiences longer life span good print quality People keep magazines longer than newspapers. variety of presentation formats CONS: less mass appeal within a geographical area more expensive deadlines make them less timely
promotional advertising
introduces new products and businesses encourages an interest in products explains product and service features
types of media
print, broadcast, online, specialty
two main types of advertising
promotional advertising and institutional advertising
outdoor advertising
standardized signs placed on highly traveled roads and freeways where there is high visibility posters, printed bulletins, spectaculars (lights or moving parts) PROS: highly visible, inexpensive 24-hour a day message and located to reach specific target markets CONS: becoming more restricted(no fluorescent light) limited viewing time
media
the agencies, means, or instruments used to convey advertising messages to the public
print media
written advertising that may be included in everything from newspaper and magazines to direct mail, signs, and billboards *among the oldest and most effective types of advertising
direct-mail advertising
*most expensive per person *least effective form of advertising; response rate is 2% sent through mail or email newsletters, catalogs, coupons, samples, etc. mailing lists assembled from current customer records or can be purchased PROS: can be highly selective controlled timing can be used to actually make the sale CONS: low response level thought of as "junk mail" dated lists high cost
