ADVERTISING MEDIA Chapter 20

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ADVERTISING MEDIAChapter 20

• The average person is exposed to more than 2,000
  ads per week

ADVERTISING
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Advertising Journals

• 1. Pick a magazine of your choice and select an
  ad that appeals to you
• 2. What is the ad selling?
• 3. What draws you to the ad?
• 4. What does the ad show?
• 5. How is product displayed?
• 6. Why is it appealing?
• 7. Why is it in this magazine?
• SECOND JOURNAL READ AND WRITE about Arizona
  McDonalds have a promotion taking place this week
  during their State Testing!

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On-Line Advertising Kitsnytadvertising.nytime
s.comDaily CandyGoogle Online MEDIA KITS FOR
INFO

1. How many readers?
2. How many of these readers are men?
3. What age catergories does the audience profile
   identify?
4. Why does the audience profile specify the income
   level of readers?

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Advertising and its Purpose

• Promotional Advertising
• create interest in product
• intro new product/business
• explain product
• support selling
• create new mkt.
• YouTube-Emmy 2010
• Best Commericals
• YouTube- Emmy 2012 Best Commercials

• Institutional Advertising
• create favorable impression for business
• co. role in community
• public issues
• environment
• public health
• Education
• Institutional Ad Samples

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Print Media

• Newspapers
• Magazines
• Direct mail
• Signs
• Billboards
• Written Form
• Oldest form of Adv.

Clio Awards
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Newspaper Advertising

• Disadvantages
• some wasted circ.
• limited life
• quality is poor compared to mags.

• Advantages
• large readership
• known circulation
• easy to target mkt.
• cost is low
• ads are timely

STLTODAY.COM
Clio Awards
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Magazine Advertising

• Advantages
• Target mkt. easily
• read more leisurely
• better quality/print
• longer life span

• Disadvantages
• lower target geographically
• more expensive
• not as timely

Clio Awards
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Direct Mail Advertising

• Advertising sent by businesses directly through
  the mail to prospective customers.
• Good form of advertising
• Main disadv. - thought of as Junk Mail

Clio Awards
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Outdoor Advertising

• Nonstandardized - used by local firms at their
  place of business or pay rent to off-site
  locations
• Standardized - signs placed near highly traveled
  roads

22 Good Billboards
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Outdoor Advertising

• Posters - Preprinted sheets put up like wallpaper
  3-4 Xs per year.
• Painted Bulletins - painted every 6 months.
• Spectaculars - ads with moving parts/lights in
  high traffic areas
• Popular but difficult to justify
• concern over too many/
• environment

Clio Awards
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• Directory Advertising
• telephone dir.
• yellow pages
• low cost
• widely used
• updated often

• Transit Advertising
• public transportation
• buses
• trains
• subways
• airline terminals
• captive audience
• economical
• may be defaced

Clio Awards
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BROADCAST MEDIA

• Radio
• Television
• Online Streaming

Clio Awards
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Radio Advertising

• Advantages
• easy to target audience
• messages changed easily
• Mobile
• Clio Awards

• Disadvantages
• short life span
• competition for target audience
• listeners easily distracted

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Television Advertising

• Advantages
• Creative
• believe what they see
• more personal/home
• reach mass audience
• special themes

• Disadvantages
• very expensive
• audience size not always known
• commercials/nuisance

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Online Advertising

• Either Email or World Wide Web
• Still small part of overall advertising spent,
  but growing steadily
• Impression- is a single appearance of an ad on a
  computer users screen
• Electronic direct mail- sent via email
• Mostly used with pre-qualified groups of people
  (opt-in email- customer authorizes)

• Most cost effective
• Easy to update
• Easy to personalize
• Includes
• Emails, banner pop ups, and social media

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Banner and Pop-Up Ads

• Most online ads are banner ads
• Can come in all shapes and sizes but norm is
  rectangle
• Interstitital Ads- TV spots that pop up between
  web pages and are streamed either live or on
  demand.
• Viewer must click on ad to activate

• What works best
• Bold colors
• top of page placement
• Animation
• calls to action
• Limited frequency exposure
• Response rate is 1

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Specialty Media

• Also called giveaways or advertising specialties
• Relatively inexpensive
• Useful items featuring company name, brandmark,
  and message
• Practical more successful
• Common items
• Hats
• Calendars
• Pens
• Shirts

• Distribution is key to success
• Example Nature Valley Granola Bars giveaway
  granola bars at Vail Ski Resort at Snow oasis
  during spring break

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Social Media
Introduction to Social Media Power Point Whats
your social media strategy? 2013
Video Controversial Viral Marketing KSDK
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Importance of a Web Presence

• In 2008, approximately 72 of the U.S. population
  was online. Globally, it was approximately 20.
• No geographical boundaries
• Cheaper flexible than print advertising
• Improve credibility and tell your story
• 24/7/365
• For small companies, a web site is the only
  effective media to connect to a wide audience

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Sources of News Information

• Where do you go to get your news and information?

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More Americans Turning to Web for News
Nearly 50 of Americans regard the internet as
their primary source of news and information
Source Zogby, 2008
Nearly 90 of Americans regard web sites as a
More important source of news and information
than traditional media outlets Source Zogby,
2008
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History
Image source http//web2.socialcomputingjournal.c
om
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?

• WHAT THE
• HECK IS
• SOCIAL MEDIA

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• Social media is an umbrella term defines
• various activities that integrate technology
• social interaction
• construction of words, pictures, videos audio
• http//www.wikipedia.org

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More simply put

• Social media is people developing relationships
  and having conversations on-line.

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The conversations are powered by

• Blogs
• Micro blogs (Twitter)
• Online Chat
• RSS
• Widgets
• Social Networks
• Social Bookmarks
• Message Boards
• Podcasts
• Video Sharing Sites
• Photo Sharing Sites
• Virtual Worlds
• Wikis

(just to name a few. And more are coming.)
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New Mindset

• Lose control of the message
• Its about authenticity transparency
• SPEED, 24/7
• Not every voice is important, but everyone has
  a voice
• Participation requires collaboration
• Does not replace traditional communication
  methods

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Importance to Companies

• Brand Reputation Integrity
• Dominos
• Customer Service
• Best Buy
• You tube search Best Buy Customer Service
• Building customer loyalty
• Mad Men (AE)
• You Tube Hamm vs. Karadashian
• Real-time feedback
• Starbucks

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Trust of Information

• What sources of news and information do you
  trust?

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What Sources Do People Trust?
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Monsantos New Online Strategy

• Web 2.0 and resulting changing trends in consumer
  wants/needs is forcing companies to change the
  way they show up online
• We approach everything with a comprehensive
  online strategy in mind, including web sites and
  social media tools
• Monsanto.com Changes
• Introduction of MonsantoToday.com
• Launch of For the Record issues management
  section
• COMING SOON Social Media links receiving prime
  real estate on home page

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Monsantos External Resources Today

• Monsanto.com
• Press Releases
• Monsanto Twitter
• Monsanto YouTube
• Monsanto Facebook
• MonsantoToday.com
• Monsanto Blog

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Search Engine Optimization
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SEO Successes

• Search engine traffic to Monsanto.com pages has
  increased significantly from last year to this
  year, which indicates better placement in search
  engine results.
• Google Search 79.23 ?
• Yahoo Search 37.83 ?
• MSN (now Bing.com) 42.68 ?
• Report period July 30, 2007 July 30, 2008 and
  July 31, 2008 July 30, 2009

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Monsanto.com Today
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Monsanto Today
www.MonsantoToday.com
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What kind of articles

• Well-written
• Transparent
• Honest
• Informative
• Useful
• No spin
• No messaging
• Online commenting

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For the Record
www.monsanto.com/fortherecord
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Monsanto Blog
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Americas Farmers Ad Campaign

• New series of radio/TV/print ads
• Promotion on the web
• Coordination with social media

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www.AmericasFarmers.com
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Thank a Farmer
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Why Should You Care?

• Future of communication for now
• Web 3.0 changed ways companies market themselves
• Before Company-produced messages created and
  promoted the brand
• Today People (employees/marketers) have to be
  the face of the brand and have two-way
  communication with customers

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How to Select Promotional Media

• Reach the greatest number of customers for the
  lowest cost per customer.
• Opportunity for illustration
• opportunity for an adequate selling message
• flexibility for changes
• opportunity to sell product
• excitement
• fit the image of business/product
• cover targeted geographical area