Advertising and It’s Purpose

b. Radio Advertising

• Radio stations reach 96% of people age 12 and over
• Radio is a mobile medium
• Messages can be updated daily or hourly
• Carefully target market based on type of radio station
• Presented in 10, 20, 30 or 60 second spots
• Background music, jingles, slogans add drama

3. Internet Advertising

• Is a form of advertising that uses either email or the World Wide Web (www)
• Small part of overall advertising but growing
• Opt-in e-mail ads, banner ads, pop-up ads, search engine ads, and rich-media video ads

4. Specialty Media

• Sometimes called giveaways or advertising specialties
• Relatively inexpensive with advertiser’s name or logo
• Located in high visibility area

5. Other Advertising Media

• Ad supported TV screens at airports, gas stations, health clubs and subways
• Digital billboards at sports arenas
• On-screen movie theater ads
• Messages on diaper-changing stations, trash cans, bathroom stalls elevators, hot air balloons.
• Ceilings and floor graphics
• Electronic shelf ads
• Supermarket-cart displays

6. New Media

• Interactive and Internet-driven
• Uses electronic media devices such as Wed-enabled small screen iPods, cell phones, laptops, and video games to reach increasing mobile populations
• Advertisers go to those places to find their target market customers – blogs, vlogs, video and audio newscasts, RSS news feeds and social networking

MEDIA PLANNING AND SELECTION

• The process of selecting the appropriate advertising media and deciding the time or space in which the ads should appear to accomplish the marketing objectives
• 3 basic questions
• 1) Can the medium present the product and the appropriate business image;
• 2) Can the desired customers be targeted with the medium;
• 3) Will the medium get the desired response rate?