Advertising Chapter 19 Advertising and It’s Purpose


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Chapter 19 Advertising

1. Print Media

  • a. Newspaper advertising
  • b. Magazine advertising
  • c. Direct-mail advertising
  • d. Directory advertising
  • e. Outdoor advertising
  • f. Transit advertising

a. Newspaper Advertising

  • Daily and Weekly Newspapers – local papers
  • Shoppers and Alternative Newspapers – delivered to homes
  • National Newspapers – USA Today, Wall Street Journal

b. Magazine Advertising

  • Distributed locally, regionally or nationally
  • Published weekly, monthly and quarterly
  • Consumer or B2B
  • B2B are also known as trade magazines

c. Direct Mail

  • Highly focused form of advertising
  • Printed direct mail
  • Electronic direct mail
  • Newsletters, catalogs, coupons, samples, circulars and invitations to sales
  • Carefully selecting the target

d. Directory Advertising

  • A directory that accepts advertising
  • Relatively inexpensive and target all demographic groups
  • Kept of a year
  • White Pages
  • Yellow Pages

e. Outdoor Advertising

  • Non-standardize outdoor signs used at the place of business
  • Standardized outdoor signs are purchased from advertising companies
  • Highly visible and relatively inexpensive
  • Available 24 / 7

f. Transit Advertising

  • Found on public transportation – trains, taxis buses, public benches, bus stop shelters, kiosks, newsstands, trashcans, subways, railroad, bus and airline terminals
  • Reaches wide and captive audiences

2. Broadcast Media

  • Encompass radio and television
  • Over a lifetime of 66 years – a person will watch nearly ten years of TV and 6 years listening to the radio
  • Network and cable

a. Television Advertising

  • The ultimate advertising medium for many businesses
  • Combine creative elements – sight , sound, action and color
  • 30 to 60 spots
  • Infomercials promote products
  • Highest production costs
  • Small companies cannot afford

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