广告媒体；广告宣传工具 Advertising Media【国外优秀大学研究报告】.pptVIP

Promotion Advertising Media How Many Ads to You See Each Week? The average person is exposed to approximately 2000 ads each week. Do you see that many or more? What is advertising? Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. The time or space devoted to it is paid for It uses a set format to carry the message rather than personal, one-on-one selling It identifies the sponsor of the message How does advertising use a set format? Advertisements are measured by time or space A radio spot is usually 30 seconds long (time) A newspaper ad can be 1/4 page (space) The Main Purpose of Advertising To sell products or ideas by presenting its message so well that the customer will buy the product or accept the idea presented. Promotional Advertising Promotional advertising is advertising that is designed to increase sales by creating an interest in products introducing new products and businesses explaining a product supporting personal selling efforts creating new markets Institutional Advertising Institutional advertising attempts to create a favorable impression (image) and goodwill for a business or an organization Purpose is to develop a positive image by presenting information about a company’s role in the community, important public issues and topics of general interest. Media Media are the agencies, means or instruments used to convey messages Three Categories of Advertising Media Print media Broadcast media Specialty media Print Media Print media can include any of the following: Newspapers Direct Mail Magazine Outdoor Advertising Directory Advertising Transit Advertising Why is Newspaper Advertising Important? Approximately 55% of adults read the newspaper everyday? Do you read the newspaper? Do your parents or guardians read the newspaper? National, State and Local U.S.A. Today The Wall Street Journal The New York Times The Atlanta Journal/Constitution What is a shopper? Someone wh