Chapter 14 Advertising PowerPoint

Published on February 2017 | Categories: Documents | Downloads: 47 | Comments: 0 | Views: 306
of 71
Download PDF   Embed   Report

Comments

Content

Chapter 14
Advertising: The Art of Attracting an Audience

pp. 210-225

Chapter

14

Learning Objectives
After completing this chapter, you’ll be able to: 1. Identify the different types of advertising used to convince consumers to buy a product.

continued
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 2 of 67

Chapter

14

Learning Objectives
After completing this chapter, you’ll be able to: 1. Identify the different types of media used to advertise products.

2. List advantages and disadvantages for each type of advertising medium.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 3 of 67

Chapter

14

Advertising Media Advertising is the paid, nonpersonal
form of communication that businesses use to promote their products.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 4 of 67

Chapter

14

Why It’s Important Businesses rely on advertising to get your attention and to promote their products. Advertising pays for many of the costs of TV, radio, newspapers, and magazines.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 5 of 67

Chapter

14

Advertising Media
1. Advertisements are biased. The product being advertised is the only one you should buy.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 6 of 67

Chapter

14

Advertising Media
Mass media are means of communication such as TV, radio, and newspapers.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 7 of 67

Chapter

14
Media Types

•Print •Newspapers •Magazines •Direct Mail •Directory •Outdoor •Transit
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 8 of 67

Chapter

14
Print Media

Print media uses writing and pictures to communicate.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 9 of 67

Chapter

14
Newspapers

Newspapers are the main advertising medium in the United States.

More than 50 percent of adults in the United States read newspapers.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 10 of 67

Chapter

14
Print Media

Newspaper and magazine rates are based on circulation, or the number of people who read them.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 11 of 67

Chapter

14
Print Media

Newspaper and magazine ads are sold by the inch on the page.

Ads that appear on the front or back cover of a magazine cost more than ads inside the magazine.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 12 of 67

Chapter

14

Advantage of Newspapers
Advertisers can target people within a certain area.

The cost of printing an ad is fairly cheap.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 13 of 67

Chapter

14

Disadvantage of Newspapers
Most people throw their newspapers away after they read them, so an ad’s lifespan is usually short.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 14 of 67

Chapter

14

Disadvantage of Newspapers
Paper is low in quality. Ink rubs off on your hands.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 15 of 67

Chapter

14
Magazines

Most magazines are national in scope and appear every week or every month.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 16 of 67

Chapter

14

Advantage of Magazines
Special-interest magazines like Teen and Sports Illustrated make it possible to reach target markets on a large scale.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 17 of 67

Chapter

14

Advantage of Magazines
People take their time to read magazines and often save them, so magazine ads have a much longer lifespan than newspaper ads.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 18 of 67

Chapter

14

Advantage of Magazines
Most magazines are printed in color with much higher quality ink and paper than newspapers.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 19 of 67

Chapter

14

Disadvantage of Magazines
Magazines are so broadly circulated they are of little use to local advertisers. Magazine ads can’t easily be changed or used to promote a limited offer.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 20 of 67

Chapter

14

Disadvantage of Magazines
Quality paper is used so the cost to put an advertisement in a magazine is high.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 21 of 67

Graphic Organizer Chapter 14 Qualities of Newspaper Graphic Organizer and
Magazine Advertising
Newspaper Advertising
Narrow Circulation Local/regional reach Short lifespan Easy preparation

Magazine Advertising
Broad circulation Regional/national reach Long lifespan Complex preparation
Quality printing and paper

Basic printing and paper
Inexpensive

Expensive
Slide 22 of 67

Introduction to Business, Advertising: The Art of Attracting an Audience

Chapter

14

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.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 23 of 67

Chapter

14

Direct-Mail Advertising
Direct mail allows advertisers to reach a specific target market.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 24 of 67

Chapter

14

Direct-Mail Advertising
Direct-mail advertisers can use a variety of formats—letters, fliers, postcards, and catalogs—and include coupons or free samples.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 25 of 67

Chapter

14

Direct-Mail Advertising
The cost of sending ads through the mail can be very high.

Direct mail is often referred to as “junk mail” because people who receive direct-mail advertising often throw it out without ever looking at it.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 26 of 67

Chapter

14

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.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 27 of 67

Chapter

14

Directory Advertising
Phone books are used in almost every home, in all areas, and kept for at least a year.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 28 of 67

Chapter

14

Directory Advertising
A disadvantage of directory ads is that they have to compete with numerous similar ads.
Most directory ads can’t be used to advertise prices and sales, and can’t be easily updated.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 29 of 67

Chapter

14

Outdoor Advertising
The most common form of outdoor advertising is a billboard.

They are useful for local businesses and businesses that cater to travelers.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 30 of 67

Chapter

14

Outdoor Advertising
The main disadvantage of billboards is that people often drive by them too quickly to notice.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 31 of 67

Chapter

14

Transit Advertising
Transit advertising usually consists of posters placed on the sides of buses, in subway stations, inside trains, and at airports.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 32 of 67

Chapter

14

Broadcast Media
Broadcast media are the most effective means of advertising.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 33 of 67

Chapter

14
Media Types

•Broadcast •T.V. •Radio •Webcasting •Cyber ads

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 34 of 67

Chapter

14
Television

Television has an advantage over any other medium because it combines sounds, images, and motion. Some ads are so effective that they become part of our everyday language. “15 minutes could save you 15% or more on car insurance.”
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 35 of 67

Chapter

14
Television

TV ads can be shown on national, local, or cable stations to reach any kind of market.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 36 of 67

Chapter

14
Television
An infomercial is a TV program, usually 30 minutes long, made to advertise a product. Shamwow

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 37 of 67

Chapter

14
Television

The biggest disadvantage of TV ads is that they can be very expensive to produce.

Advertisers also have to pay to broadcast an ad during a TV show.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 38 of 67

Chapter

14
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.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 39 of 67

Chapter

14
Radio

Radio stations broadcast within certain areas so they are a good medium for local advertising.

Advertisers can reach people on the move.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 40 of 67

Chapter

14
Webcasting

A webcast is like a TV or radio broadcast but it is sent and received over the Web.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 41 of 67

Chapter

14
Webcasting
A webcast usually consists of a live broadcast made by a Web camera (or “cam”) crew hired to film a specific location or event.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 42 of 67

Chapter

14
Cyber Ads

Cyber ads are ads that appear on the Internet. Cyber ads are different from webcasts in that they’re displayed like magazine ads.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 43 of 67

Chapter

14
Cyber Ads

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 44 of 67

Chapter

14
Pop Up Ads

Pop-up ads appear for a few seconds when you first log onto the Internet or when you click on a site.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 45 of 67

Chapter

14
Cyber Ads

Banner ads are displayed across the top or bottom of the screen and remain there.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 46 of 67

Chapter

14
Cyber Ads

Screen ads appear at the left or right of the screen and can be printed for future reference.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 47 of 67

Chapter

14
Cyber Ads

Cyber ads have an added advantage in that they can use sound effects and animation.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 48 of 67

Chapter

14

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
Slide 49 of 67

Introduction to Business, Advertising: The Art of Attracting an Audience

Chapter
Figure 14.2

14

BIG SPENDERS

This chart shows the five companies who spent the largest sums of money on advertising in a recent year. General Motors Corporation, for example, spent about $2.9 billion on advertising. Think about the advertisements for these five companies. In what media have you seen their advertisements? Why do you think their spending for advertisements is so extensive?
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 50 of 67

Chapter

14

Superbowl Ads How much do you think it costs for a 30 second commercial during the Superbowl?

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 51 of 67

Chapter

14

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 52 of 67

Chapter

14
Commercial Contest

$400,000 Winner

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 53 of 67

Chapter

14
The cost of radio and TV ads depends on the size of the audience.

Broadcast Media

The cost to advertise on a national network is much more expensive than on a local station.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 54 of 67

Chapter

14

Broadcast Media
The cost of radio and TV ads also depends on what time of day an ad is shown.

Advertisers also pay more for special events like the Oscar Awards and the Olympics.


Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 55 of 67

Chapter

14

Broadcast Media

Radio and TV advertisers usually pay for ads that are 10, 30, or 60 seconds long.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 56 of 67

Chapter

14

Broadcast Media
Advertisers often hire media consultants and ad agencies to put together advertising packages for them.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 57 of 67

Chapter

14
The Internet

The cost of Internet advertising is based on the size and format of ads.

The length of time an ad runs also affects the price.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 58 of 67

Chapter

14
The Internet

Internet advertisers pay a certain amount for every 1,000 people that receive the ad.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 59 of 67

Chapter

14

Advertising Media
The type of medium (T.V., billboard, cyber ad, etc.) an advertiser uses depends on the market (type of people) it wants to reach. 1. Demographics (age, where they live) 2. Psychographics (lifestyles, etc.)
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 60 of 67

Chapter

14

Target Marketing is when a company focuses all its marketing decisions on a specific group of people.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 61 of 67

Chapter
Products

14
Where should they Advertise? 1. Print 2. Broadcast

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 62 of 67

Chapter

14

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 63 of 67

Chapter

14

Deceptive/Misleading Advertising
• The FTC defines this as being a representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material.

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 64 of 67

Chapter
Video

14

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 65 of 67

Chapter

14

What University?

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 67 of 67

Chapter

14

Can you read the fine print?
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 68 of 67

Chapter

14
Hidden Footnote

On select models in lieu of rebates and discounts with approved credit for 72 months. See dealer for details. *Photos are for representational purposes only.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 69 of 67

Chapter

14

Advertising Challenge 1. Look through the newspapers and advertisements found on the counter in the front of the room. Find 2 misleading advertisements. 2. Tape them neatly onto a poster sheet. 3. Underneath the ad, write a short explanation of why/how the ad is misleading. (For example: does not come with IPOD as pictured.) 4. Put your name on the FRONT of the poster sheet and tape it to the classroom wall.
Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 70 of 67

Chapter
Figure 14.1

14
Advertising slogans have become so well known in many cases that people all over the country recognize them. Here are ten slogans from advertisements.
How many of the products or services can you name?

CATCHY SLOGANS

Introduction to Business, Advertising: The Art of Attracting an Audience

Slide 71 of 67

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close