Marketing advertising chapter 19

Media
The agencies means or instruments used to convey messages to the public
Types of media
Print
Broadcast
Internet
Specialty
Social
3000
How many advertising messages is the average city dweller exposed to
Advertising
Promotion through ideas goods and services through different media outlets
Promotional advertising
Designed to increase sales
Institutional advertising
Designed to create favorable image for the company and foster good will
Mass advertising
When companies reach a large number of people with their messages
Print media
Magazines
Newspapers
Direct mail
Directory
Outdoor
Transit
Print media
Advertising newspaper magazines, etc
Transit advertising
Advertising seen on public transportation
Broadcast media
Television and radio
Television advertising
Companies advertise nationally through local and network television
Radio advertising
Target their audience with a select station on which thy broadcast ads
Internet advertising
Uses email or World Wide Web
Podcast
Any brief digital broadcast that includes audio images and video delivered separately or in combination
Blog
Personal website where thoughts pictures comments are shared by individuals to readers
Specialty media
Relatively inexpensive useful items featuring an advertising name or logo also called giveaways or advertising specialities
Media planning
Selecting the appropriate advertising media declaring the time/space in which ads should appear to accomplish the marketing objective
Market segmentation
Divide a big group into multiple small groups
Audience
The number of homes people exposed to an ad
Frequency
The huber of times an audience see or hears an advertisement
Impression
A single exposure to an ad messages cost per thousand
Cost per thousand
Cost x 1000 divided by circulation
Class AA
6am-10am
Class A
4pm-7pm
Class B
10am-4pm
Class C
7pm -midnight
Class D
Midnight-6am
Shopper
A specialty newspaper that contains no editorial content
Trade magazine
Targeted toward professionals with an interest in a particular field
Existing costumers
Group direct mail is most effective to
Magazine
Which print medium provides the longest life span for advertisement