Marketing Chapter 9

Section 19.1


Advertising-Non personal promotion which promotes ideas, goods, or services by using a variety of media

Institutional advertising- Designed to create a favorable image for the company.

Promotional advertising- Designed to increase sales

Media- agencies, means, or instruments used to convey advertising messages to the public.

print media- includes: newspapers, advertising, magazines, direct mail, signs, billboards.

Transit Advertising-Advertising seen on public transportation.

Broadcast media-radio and television.

Internet advertising- e-mail or worldwide web.

Podcast-digital broadcast that includes audio, images, and video.

Blogs-personal websites where individuals share thoughts, pictures, and comments.

Specialty media-giveaways with company's name, logo, or message.

Media Planning-Selecting the media and time and place of when the ad should appear.

Advantages and disadvantages of types of advertisement.

Print- Advantages are: target certain people, sales from newspaper are dated and easily tracked, and the cost is lo.

Disadvantage: Limited shelf life, no or some colored pages, and less visually appealing.

Magazines- advantages: Longer life spans than newspaper, Variety of presentation, and visually appealing.

Disadvantages: higher cost, advanced deadlines, and hard to make changes.

Direct mail- advantages: highly selective, very specific marketing, and wide choice of formats.

Disadvantages:low response levels, image problem, and cost is relatively high.

Transit- advantages; A lot of people see it, visually appealing, and low cost.

disadvantages: Low success rate and could be hard to find a company.

Media- advantages: man different forms, appeals to all types of people, and great way to get sales.

disadvantages; overwhelming amount to keep up with, ad needs to appeal to a lot of people, and the older generation may not be so technically inclined.