Advertising and It’s Purpose


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Advertising

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

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?

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