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Advertising: Advertising Is The Paid, Nonpersonal Form of Communication That Businesses Use To

The document discusses various advertising media used by businesses to promote their products and services. It describes print media like newspapers and magazines, as well as broadcast media such as television and radio. Additionally, it covers other advertising channels such as direct mail, outdoor advertising, directories, and cyber ads on the internet. The type of advertising medium chosen depends on factors like the target market and budget.

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Diane Leslie Enojado
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23 views

Advertising: Advertising Is The Paid, Nonpersonal Form of Communication That Businesses Use To

The document discusses various advertising media used by businesses to promote their products and services. It describes print media like newspapers and magazines, as well as broadcast media such as television and radio. Additionally, it covers other advertising channels such as direct mail, outdoor advertising, directories, and cyber ads on the internet. The type of advertising medium chosen depends on factors like the target market and budget.

Uploaded by

Diane Leslie Enojado
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ADVERTISING

• ADVERTISING IS THE PAID, NONPERSONAL


FORM OF COMMUNICATION THAT BUSINESSES
USE TO PROMOTE THEIR PRODUCTS.
MASS MEDIA
• MASS MEDIA ARE MEANS OF
COMMUNICATION SUCH AS TV, RADIO, AND
NEWSPAPERS.

• THE TYPE OF MEDIUM AN ADVERTISER


USES DEPENDS ON THE MARKET IT WANTS
TO REACH.
PRINT MEDIA
PRINT MEDIA USE WRITING AND
PICTURES TO COMMUNICATE.
1. NEWSPAPERS
2. MAGAZINES
NEWSPAPERS
• NEWSPAPERS ARE THE MAIN
ADVERTISING MEDIUM IN THE UNITED
STATES.

• MORE THAN 50 PERCENT OF ADULTS IN


THE UNITED STATES READ NEWSPAPERS.

• ADVERTISERS CAN TARGET PEOPLE


WITHIN A CERTAIN AREA.

• THE COST OF PRINTING AN AD IS FAIRLY


CHEAP.
MAGAZINES
• MOST MAGAZINES ARE
PRINTED IN COLOR WITH MUCH
HIGHER QUALITY INK AND
PAPER THAN NEWSPAPERS.

• MAGAZINES ARE SO BROADLY


CIRCULATED THEY ARE OF
LITTLE USE TO LOCAL
ADVERTISERS.

• MAGAZINE ADS CAN’T BE


EASILY CHANGED OR USED TO
PROMOTE A LIMITED OFFER.
QUALITIES OF
NEWSPAPER & MAGAZINES
ADVERTISING
NEWSPAPER MAGAZINE
NARROW BROAD
CIRCULATION CIRCULATION
REGIONAL/
LOCAL/REGIONAL
NATIONAL
SHORT LONG
LIFESPAN LIFESPAN
EASY COMPLEX
PREPARATION PREPARATION
BASIC QUALITY
PRINTING PRINTING

INEXPENSIVE EXPENSIVE
DIRECT MAIL ADVERTISING
•DIRECT-MAIL ADVERTISING CONSISTS OF
ADS SENT BY MAIL TO PEOPLE’S HOMES.

• IT IS THE BIGGEST ADVERTISING MEDIUM


AFTER TV AND NEWSPAPERS.

•DIRECT MAIL ALLOWS ADVERTISERS TO


REACH A SPECIFIC TARGET MARKET.
DIRECT MAIL ADVERTISING
DIRECT-MAIL ADVERTISER CAN USE A
VARIETY OF FORMATS:

• LETTERS
• FLIERS
• POSTCARDS
• CATALOGS
DIRECTORY ADVERTISING
•DIRECTORY ADVERTISING, WHICH
CONSISTS MOSTLY OF PHONE
BOOKS, IS ESPECIALLY USEFUL FOR
LOCAL ADVERTISERS.

•THE COST OF A DIRECTORY AD IS


USUALLY VERY CHEAP.

•PHONE BOOKS ARE USED IN


ALMOST EVERY HOME, IN ALL AREAS,
AND KEPT FOR AT LEAST A YEAR.
OUTDOOR ADVERTISING
• THE MOST COMMON
FORM OF OUTDOOR
ADVERTISING IS A
BILLBOARD.

• THEY ARE USEFUL


FOR LOCAL
BUSINESSES AND
BUSINESSES THAT
CATER TO TRAVELERS.
BERGER

ADVERTISING AGENCY: JWT MUMBAI,


INDIA
THE ECONOMIST

ADVERTISING AGENCY: ABBOTT MEAD


VICKERS BBDO, UK
PENLINE STATIONARY: STRONG TAPE

ADVERTISING AGENCY: EURO RSCG, KUALA


LUMPUR, MALAYSIA
THE DAY AFTER TOMORROW

ADVERTISING AGENCY:
CONTRACT, MUMBAI, INDIA
COCA COLA

ADVERTISING AGENCY: MACLAREN


MCCANN, TORONTO, CANADA
SILBERMAN’S FITNESS CENTER

ADVERTISING
AGENCY: UNKNOWN
TRANSIT ADVERTISING
• TRANSIT
ADVERTISING
USUALLY CONSISTS
OF POSTERS PLACED
ON THE SIDES OF
BUSES, IN SUBWAY
STATIONS, INSIDE
TRAINS, AND AT
AIRPORTS.
READY TO QUIT?

ADVERTISING
AGENCY: UNKNOWN
CANON

IMAGE CREDITS: THAISIE
SMINT: KISS ON THE BUS

ADVERTISING AGENCY FOR SMINT: TANDEM


COMPANY GUASCH DDB, SPAIN
INTERNATIONAL ORGANIZATION FOR MIGRATION

ADVERTISING AGENCY: MCCANN,


KENYA
WEIGHT WATCHERS

AGENCY: LOWE, AMSTERDAM, THE NETHERLANDS |


ART DIRECTOR: LIAT AZULAY
MCDONALD’S: NIGHT

ADVERTISING AGENCY: DDB


SYDNEY, AUSTRALIA
REAL HIP HOP: BLACK POWER

ADVERTISING AGENCY: DENTSU,
SÃO PAULO, BRAZIL)
GUARANA ANTARCTICA: NET

ART DIRECTORS: MARCELO MAIA, BRUNO BRASIL,


RODRIGO RODRIGUES
 3M SECURITY GLASS

ADVERTISING
AGENCY: UNKNOWN
BROADCAST MEDIA
BROADCAST MEDIA ARE THE MOST
EFFECTIVE MEANS OF ADVERTISING.
TELEVISION
• TELEVISION HAS AN ADVANTAGE
OVER ANY OTHER MEDIUM BECAUSE IT
COMBINES SOUNDS, IMAGES, AND
MOTION.

• TV ADS CAN BE SHOWN ON NATIONAL,


LOCAL, OR CABLE STATIONS TO REACH
ANY KIND OF MARKET.

• AN INFOMERCIAL IS A TV PROGRAM,
USUALLY 30 MINUTES LONG, MADE TO
ADVERTISE A PRODUCT.
RADIO
• LIKE TV ADS, RADIO ADS CAN REACH A
VERY WIDE AUDIENCE. ‘
• RADIO ADS USE MUSIC, DIALOGUE, AND
SOUND EFFECTS CREATIVELY TO GET AN
AUDIENCE’S ATTENTION.
•RADIO STATIONS BROADCAST WITHIN
CERTAIN AREAS SO THEY ARE A GOOD
MEDIUM FOR LOCAL ADVERTISING.

•ADVERTISERS CAN REACH PEOPLE ON


THE MOVE.
WEBCASTING
•A WEBCAST IS LIKE A TV OR
RADIO BROADCAST BUT IT IS
SENT AND RECEIVED OVER THE
WEB.

•A WEBCAST USUALLY CONSISTS


OF A LIVE BROADCAST MADE BY A
WEB CAMERA (OR “CAM”) CREW
HIRED TO FILM A SPECIFIC
LOCATION OR EVENT.
CYBER ADS
• CYBER ADS ARE ADS THAT
APPEAR ON THE INTERNET.

• CYBER ADS CAN BE SENT


DIRECTLY TO PEOPLE ON MAILING
LISTS AND CAN INCLUDE ORDER
FORMS LIKE DIRECT-MAIL ADS.

• CYBER ADS HAVE AN ADDED


ADVANTAGE IN THAT THEY CAN USE
SOUND EFFECTS AND ANIMATION.
CYBER ADS
• POP-UP ADS APPEAR FOR A FEW SECONDS WHEN YOU
FIRST LOG ONTO THE INTERNET OR WHEN YOU CLICK ON
A SITE.

• BANNER ADS ARE DISPLAYED ACROSS THE TOP OR


BOTTOM OF THE SCREEN AND REMAIN THERE.

• SCREEN ADS APPEAR AT THE LEFT OR RIGHT OF THE


SCREEN AND CAN BE PRINTED FOR FUTURE REFERENCE.
ADVERTISING RATES
THE FACTORS THAT DETERMINE ADVERTISING
RATES ARE:

• THE SIZE OF AN AD
• THE NUMBER OF PEOPLE IT REACHES
• HOW OFTEN IT APPEARS
• WHEN IT APPEARS
• WHERE IT IS PLACED

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