Chapter 19

Outdoor Advertising

Both local, regional, and national businesses use outdoor signs for advertising.

Broadcast Media

Broadcast media encompass radio and television. Over a lifetime of 70 years, the average person will spend nearly ten years watching television and almost six years listening to the radio.

Transit Advertising

Can be found on public transportation. It includes printed posters inside trains, taxis, and buses; ads on public benches, bus stops shelters, kiosks, newsstands, and trash cans; and station advertising located near or on subways and in railroad, bus, and airline terminals.

Direct Mail

Direct marketing is a highly focused form of advertising . The two types of direct marketing are printed direct mail sent to a home or business and electronic direct mail deliverd to an e-mail adress.

Magazine Advertising

Magazines are distributed locally, regionally, or nationally. They can be published as weeklies, monthlies, and quarterlies.

Radio Advertising

More than 10,000 AM and FM radio stations reach 96 percent of all people age 12 and over given in a week.

Banner and Pop-Up Ads

Most online advertising appears as banner ads. A banner as comes in various shapes and sizes, but it is usually a rectangle seen at the top, bottom, or side of a web page.

Newspaper Rates

Newspaper advertising rates are divided into two categories depending on wheather the ad is a classified ad or a display ad.

Newspaper Advertising

Newspapers continue to be an important advertising outllet for many consumer-oriented products and services.

Speacialty Media

Sometimes called giveaways or advertising specailties, are relatively inexpensive, useful items featuring an advertisers name or logo.

Media

The agencies, means, or instruments used to convery advertising messages to the public. 4 general categories are print, broadcast, on line, and specialty.

Direct Advertising

The best example of a directory that accepts advertising is the telephone directory. In the White Pages, businesses and residents recive a free alphabetical listing of their phone numbers and adresses. In the Yellow Pages, businesses pay for an alphabetical listing and ads appear under general category headings.

Comparing Rates

The cost per thousdand (CPM) measurement is useful in comparing the cost of advertising to reach 1,000 readers in one newspaper with the cost of advertising to reach 1,000 readers in another newspaper.

Media Measurement

The number of homes or people exposed to an ad is called the audience. A singlee exposure to an advertising message is called an impression. Frequency is the number of times an audience sees or hears an advertisment. Cost per thousand (CPM) is the mesia cost of exposing 1,000 readers or viewers to an advertising impression.

Promotional Budget

The promotional budget considers not only the cost for developing and placing or airing advertising bus also the cost of staffing the department or campaigne.

Television Advertising

The ultimate advertising medium for many businesses because it can combine all the creative elements necessary - sight, sounds, action, and color- to produce a compellling advertising message.

Media Rates

To reach customres, advertising uses a set format that is defined in terms of time or spance.

Institutional Advertising

Tries to create a favorable image for a company and foster goodwill in the marketplace.

Promotional Advertising

When the goal is to increase sales. The targets of promotional advertising are consumers or business-to-business customers. Promotional advertising can introduce a new business, change a company image, promote a new product, advertise a exisiting one, or encourage the use of a particular service.

Factors That Affect Rates

Advertising rates can vary depending on when an advertisement will appear in a paper. A newspaper may change a Monday through Thrusday rate of $29 per column inch, a Friday rate of $30, a Saturday rate of $32 and a sunday rate of $35 per column inch.

Print Media

Includes advertising in newspapers, magazines, direct mail, signs, and billboards. One of the oldest and most effective types of advertising.

In-Store Advertising

Incrasingly, retailers are using in-store advertising techniquies, such as electronic shelf ads, supermarket cart displays, instans cupon machines, floor mats, and sound systems to advertise products within their stores.