广告媒体历史及分类摘要.ppt

Broadcast Advertising Advertising Defined Non-personal Communication Usually paid for By an identified sponsor Persuasive in nature About products, ideas or services Through various media Advertising in the Marketing Mix Product Quality, package, appearance, etc. Price Deep discount to premium Place Distribution channels Promotion POP, personal selling, PR, Advertising Advertising Classified By audience Consumer Business to Business Industrial Trade Professional Farm Advertising Classified Geographically National Regional Local International Advertising Classified By medium Electronic Radio Television Cable Internet Advertising Classified Print Newspaper Magazine Outdoor Billboard Transit Advertising Classified Specialty Novelties POP Product placement Etc. Etc. Etc. Advertising Classified By function Product -vs- non-product Commercial -vs- non-commercial Direct action -vs- non-direct action The advertising industry Agencies The media The advertisers The support services and suppliers The regulators The consumers Advertising History Functions of advertising: Identify products and differentiate them Communicate information about product Induce consumers to try the product Increase product usage Build brand preference and loyalty Advertising History Dates to 1600s British newspapers paid notices Advertising History Ben Franklin is credited with introducing white space and illustrations Advertising History Magazines became first national medium Volney Palmer – first ad agency – 1841 Bought newspaper and magazine space in large volumes at discount. Marked up 15% N. W. Ayer – first full service agency Broadcast Advertising History Out of the debate on how to pay for broadcasting came… “Toll” broadcasting WEAF ATT station “telephone philosophy of paying toll for long distance calls. First commercial broadcast /commercials/1stcommercial.html Broadcast Advertising History Post WWI Radio grew Lifestyles improved Spending increased Radio networks emerged Advertisi