Medium of Advertising

Medium of Advertising Lecture

1. Medium of Advertising Lucylle Bianca Cawaling, Gerry C rudo , R ichelle R einante , Jamillah Pundato , A lina Bianca A rellano

2. Advertising medium Channel of communication Any paid means used to present an ad to its target audience Examples: Print Broadcast TV radio Out-of-home (Outdoor, transit) Direct mail Interactive- Internet Interactive- Kiosks, Point of Purchase Product Non-product Commercial Non-commercial Action Awareness

3. Kinds of advertising media Addressable media Ex. Direct mail Interactive Media Ex. Internet and kiosks Non-traditional media Ex. Shopping carts, blimps , videocassettes Media- plural form of Medium

4. Things we will be discussing: Interactive- Kiosks, Point-Of-Purchase Product Non-product Commercial Non-commercial Action Awareness INTERACTIVE MEDIIA

5. INTERACTIVE MEDIA Let consumers participate in the communication by extracting the information they need, manipulating what they see on their computer or TV screens in real time, and responding in real time. Examples Kiosks Point-of-purchase

6. kiosks a small open-fronted hut or cubicle from which newspapers, refreshments, tickets, etc., are sold . a small structure in a public area used for providing information or displaying advertisements, often incorporating an interactive display screen or screens . In information technology, a kiosk is a small physical structure (often including a computer and a display screen) that displays information for people walking by. Kiosks are common near the entrances of shopping malls in North America where they provide shoppers with directions. Kiosks are also used at trade shows and professional conferences.

7. KIOSKS The kiosks best known to travelers are those that display show and movie posters on the streets of Paris. More sophisticated kiosks let users interact and include touch screens, sound, and motion video. A number of companies specialize in creating  multimedia  kiosks.

8. A simple kiosk can be created using  HTML  pages and graphics, setting the type size large enough to attract people from a short distance, and removing the Web browser's tool bar so that the display screen is effectively in "kiosk mode." The presentation can be designed to simply loop through a series of pages or to allow user interaction and exploration. Having a separate printed sign that invites people to your home-made kiosk may help.

9. Point-of-purchase A place where sales are made. On a macro-level, a point of purchase may be a mall, market or city. On a micro-level, retailers consider a point of purchase to be the area surrounding the counter where customers pay. Also known as "point of sale "

10. Product Advertising Promotes the sale of products and services  is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. The general objective is to increase brand awareness or to demonstrate the differences between product and competing products in order to sell them .

11. Product Advertising is the art of building and maintaining product awareness with potential buyers educates potential customers on why they need the product, how it is used and the benefits derived from its use.  tells the consumer how the product is better than similar offerings by competitors.

12. Distribution channels used by Product advertising: Television Radio Print (Newspapers and Magazines) Mail (flyers, circulars, coupon) Websites/Internet Social media Signs and Billboards

13. How to Determine what distribution channel to use: First is to research . market research is usually conducted to obtain information such as unmet needs in the market, factors or people that influence purchasing decisions, and the type of media used to obtain product information. The collected data is then used to write an advertisement message and to determine how the message will be channeled to prospective customers.

14. Internet information on these web pages include company contacts, history, their expertise, and product descriptions. Other web options used by companies are paid ads and organic search results.  Paid ads are the brightly colored, short blips designed to get a person's attention, and over time, build a brand awareness in people's minds. Messages are very short on paid ads. Organic search results are the listings that appear on a search engine in response to key words that link to informational pieces describing the product, explaining how it works, and listing its benefits. Consumers may lend more weight to these pieces than paid ads and companies often use techniques of search engine optimization (SEO) to highlight their own products over others that may be listed as a result of an Internet search.

15. Radio and Television use market research to determine which radio and television programs are best suited for their advertising dollars. Among the considerations are the size and composition of the audience -- the average age or income of listeners, for example. Products or services that appeal to the general public are often advertised on radio and television because they reach a broad audience.

16. PRODUCT PLACEMENT aDVERTISING Product placement is an advertising approach that intentionally inserts products into entertainment programs such as movies, TV programs and video games . FORMS visual imagery in which the product appears within the entertainment program actual product use by an actor in the program words spoken by an actor that include the product name heighten the credibility of the product in the minds of the audience  BECAUSE product was selected by an unbiased third-party

17. MOBILE DEVICE ADVERTISING  smartphones and tablet computers Fueled by technological advances occurring with the computing power of hand-held devices as well as significant gains in speed of data delivered over wireless networks Advertisements are also embedded within specialized applications or “apps” that run on these devices . with geographic positioning features included in newer mobile devices, the medium provides marketers with the ability to target customers based on their geographic location . attracted a number of high-powered companies, including Google and Apple, who provide technologies for serving ads to mobile devices.

18. Newspapers and Magazines Newspapers are used to reach local audiences in niche markets through paid ads or articles on how a product benefits a user or how it fills a need. Advertising in magazines is useful when trying to reach a special segment of the population -- those engaged in a certain kind of trade, for example, or with interest in particular topics like the outdoors. As in newspapers, companies use both ads and articles are used in magazine advertisements.

19. Signs Signs are used to advertise products or services in many ways. Billboards reach travelers on busy highways and city streets. Signs displayed on vehicles are used to help build public awareness of a company's products or services within its trade area. The company name and other information are either directly painted onto a vehicle or printed on magnetic placards which can be placed on and taken off the vehicle.  Businesses such as roofing, painting and remodeling companies advertise by placing signs on lawns where they are working. If work is being done outside of a home or business, people have an opportunity to see the work .

20. Signs Sky writing where airplanes use special chemicals to form words Plane banners where large signs are pulled behind an airplane Mobile billboards where signs are placed on vehicles, such as buses and cars, or even carried by people Plastic bags used to protect newspapers delivered to homes Advertisements attached to grocery carts

21. Direct Mail Direct mail is commonly used as a method of advertising. General advertising messages are sent through bulk mail to addresses within a trade area. These same types of messages are often hand-delivered and left on the front door of residences. The bulk messages normally are not addressed to a person, only a location.  A formal type of direct mail is addressed to a person and often has a tailored message to a subset of current or prospective customers . most effective when it is designed in a way that makes it appear to be special to the customer.   very cost-effective method of advertising, especially if mailings contain printed material. This is due to cost advantages obtained by printing in high volume

22. Direct Mail establishes direct contact with the consumer and also maintains secrecy in advertising Drawbacks : limited access i.e. a small number of buyers can be covered  practical difficulties in preparing and maintaining up-to-date mailing list. not suitable for every type of product

23. Non-product advertising When a business tries to promote an idea that it considers important, it's engaging in a type of marketing known as non-product advertising . focus on aspects of a company beyond normal business operations.  used by various groups to promote public awareness of issues or programs . P urpose: depends largely on the motives for releasing the advertisement. Ex. Corporations and businesses may promote socially beneficial ideas in their image advertising, but it's done in an attempt to win over customers who might be swayed by social issues . can also be used as a way to publicize information about an organization that wouldn't typically be covered by a news publication

24. Non-product advertising Image Advertising Television commercials, print advertisements and other forms of marketing that don't focus on a company's product are known as image advertising  types of advertisements sell the idea of that particular business as a better company, regardless of product Ex. gasoline company might include a commercial that focuses on corporate support of environmental projects. Image advertising is also sometimes referred to as corporate advertising or institutional advertising .

25. Non-product advertising 2. Public Service Announcements appears through traditional advertising channels sending a message instead of selling a product, although public service announcements are typically paid for by charities and governmental organizations rather than businesses Ex. U.S . Environmental Protection Agency produces various PSAs for television and radio on the topics of controlling asthma, recycling electronics and natural disaster responses. Non-product advertising can be used in an unethical way if the advertisement misrepresents social outreach programs or other aspects of a business's operations. For example, the gasoline company that publicizes its donations to environmental causes might overstate the dollar amount of the donations handed out by the company.

26. commerical

27. example

28. Non- commerical

29. example

30. Action

31. example

32. awareness

33. example

34. Conclusion

35. Thanks!

36. References: http:// www.merriam-webster.com/dictionary/kiosk http:// m2mworldnews.com/WordPress/wp-content/uploads/2011/12/interactive-kiosk.jpg http://37.128.132.134/~ hstudio/content/uploads/2013/02/kiosk.3.Cristobal-Palma.jpg http://www.kioskmarketplace.com/static_media/filer_public_thumbnails/filer_public/7b/d0/7bd00c49-7891-4a8d-b150-5f47efb9b223/nhs-checkin-kiosks-640.jpg__ 640x360_q85_crop.jpg http:// xfactorcom.com/images/products/interactive_kiosks.jpg http:// whatis.techtarget.com/definition/kiosk http:// richltd.com/wp-content/themes/richmedia/library/images/scg.jpg http:// www.centurydisplays.com/Publish/images/home_image.jpg http:// www.investopedia.com/terms/p/pointofpurchase1.asp http://www.yourarticlelibrary.com/advertising/9-types-of-advertising-media-available-to-an-advertiser/25870 / http:// smallbusiness.chron.com/product-advertising-43332.html http:// www.knowthis.com/types-of-advertising-media/other-methods-of-advertising http:// www.knowthis.com/types-of-advertising-media/sponsorship-advertising http:// www.knowthis.com/types-of-advertising-media/mobile-device-advertising http://www.knowthis.com/types-of-advertising-media/product-placement-advertising

37. http:// www.knowthis.com/types-of-advertising-media/signage-and-billboard-advertising http:// www.knowthis.com/types-of-advertising-media/direct-mail-advertising https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/types-of-advertising-86/product-advertising-432-1277 / http://brandeducationservices.com/2012/01/31/types-of-restaurant-advertising-brand-eduction / http:// www.entrepreneur.com/article/64738 http:// study.com/academy/lesson/what-is-product-advertising-definition-methods-examples.html https:// www.youtube.com/watch?v=VENHB1JisZw http:// iearningtips.com/wp-content/uploads/2015/02/physical-product.jpg http:// s3.amazonaws.com/libapps/accounts/51729/images/advertising.jpg