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