chapter 14 advertising section 14.1 advertising media
TRANSCRIPT
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Chapter 14
Advertising
Section 14.1
Advertising Media
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Read to Learn
Define advertising.
List types of media that businesses use to reach potential customers.
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The Main Idea
Businesses must find ways to reach potential customers. Advertising is one type of promotion that can be used to reach local, regional, national, or even worldwide markets.
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Key Concepts
Why Companies Advertise
Types of Media
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Key Term
advertising
massmedia
the public promotion of something such as a product, service, business, or event, to attract or increase interest in it
channels of communication, such as television, radio, and newspapers
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Key Term
infomercial
direct-mailadvertising
a 30-minute commercial
ads sent by mail to people’s homes and businesses
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Key Term
pop-up ads
banner ads
ads that appear in a new browser window when you first log on to a Web site
ads that are displayed across the top or bottom of a Web page
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Key Term
webcasta broadcast made on the Internet, often consisting of a live broadcast made using a Web camera, or cam
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Why Companies Advertise
Advertising uses humor, creativity, style, and originality to create an image of products.
advertisingthe public promotion of something such as a product, service, business, or event, to attract or increase interest in it
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Why Companies Advertise
Advertisements are in magazines and movie theaters, and on TV and the street.
Using catchy advertising slogans is one way companies get customers to remember them.
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Catchy Slogans
Figure 14.1
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Types of Media
A medium is a channel or system of communication.
Print media include newspapers, magazines, signs, and billboards.
mediathe members of the mass media
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Types of Media
Advertisements are communicated to consumers through the mass media.
mass mediachannels of communication, such as television, radio, and newspapers
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Newspapers
Newspapers are the main advertising medium in the United States.
Newspapers allow advertisers to target people within a certain area, but they have a short life.
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Magazines
Most magazines are national and appear every week or every month.
Magazine ads have a longer life than newspaper ads.
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Television
Television advertising combines sounds, images, and motion.
TV ads can be shown on national, local, or cable stations.
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Television
A unique type of TV ad is the infomercial. infomercial
a 30-minute commercial
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Television
Ads for TV can be expensive to produce and run.
The more popular a show is, the more it costs to air an ad during that show.
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Big SpendersFigure 14.2
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Humor in Advertising
TV commercials try to grab viewers’ attention and leave an impression about the advertised item. This must be done within a few seconds. Companies use humor in ads to help consumers remember their products or services.
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Direct-Mail Advertising
Direct-mail advertising allows advertisers to reach a specific target market.
direct-mail advertisingads sent by mail to people’s homes and businesses.
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Graphic Organizer
DirectMail
Letters Flyers
Postcards Catalogs
Often called “junk mail”
Cost is high
Coupons and free samples are often included
Often discarded without being read
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Directory Advertising
Directory advertising appears mostly in phone books and is useful for local advertisers.
Although the cost is low, directory advertisements have to compete with many similar ads.
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Radio Advertising
Radio ads reach a large audience, but may not be as effective as TV or magazine ads because they cannot use images.
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Online Media
Two main types of online ads are pop-up ads and banner ads.
pop-up adsads that appear in a new browser window when you first log on to a Web site
banner adsads that are displayed across the top or bottom of a Web page
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Online Media
A webcast is another way to advertise online.
webcasta broadcast made on the Internet, often consisting of a live broadcast made using a Web camera, or cam
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Other Types of Media
Billboards are the most common form of outdoor advertising.
Billboards are very visible, but many people drive by them too quickly to notice them.
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Other Types of Media
Transit advertising consists of posters placed on the sides of buses, in subway stations, inside trains, and at airports.
Transit ads are common in urban areas.
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1. Why do companies advertise?
Companies advertise to promote a product, service, business, or event.
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2. What are some types of media used by businesses to advertise?
Advertising media used by businesses include print, broadcast, and online media.
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3. What advantages do print and cyber ads share?
Print and cyber ads are high quality, full color, and sent directly to consumers.
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Chapter 14
Advertising
Section 14.1
Advertising Media
End of