Marketing Chapter 9
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.
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.