Advertising

Advertising

Advertising and It’s Purpose

• Advertising is nonpersonal promotion which promotes ideas, goods or services by using a variety of media.
• The average city dweller is exposed to more than 3,000 advertising messages everyday
• Advertisers control the message, where it will be seen or heard, and how often it will be repeated

Advertising and It’s Purpose

• Marketers can use advertising to introduce a new business or change a company image
• Advertising can also promote a new product or an existing one, encourage the use of a particular service, or encourage business-to-business transactions
• Two main types of advertising:
• Promotional Advertising
• Institutional Advertising

Promotional Advertising Definition

• Advertising designed is to increase sales
• Targets are consumers or B2B customers
• Encourages potential customers to ask for info, call for appointment, participate on the internet, or enter a retail store.
• Leads / Prospecting

Institutional Advertising Definition

• Designed to create a favorable image for a company and foster goodwill in the marketplace
• Connecting the businesses name to a worthy cause helps a company make a favorable impression
• Does not directly increase sales

Mass Advertising Versus Targeted Advertising

• Mass ads enables companies to reach large numbers of people
• Targeted ads target messages to select audiences
• Advertising demonstrates features and benefits

Types of Media

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

• 4 General categories
• The advertising message and the target audience determine the type of media that is used

• Newspaper

• Television

• Opt-in e-mail

• Giveaways

• Promoted Tweets