Page 613 - Business Principles and Management

Unit 6

FIGURE 22-6 Types of Advertising Media by Categories

PUBLICATION ADVERTISING
newspapers, general and special interest magazines, business and professional
journals, and directories

MASS MEDIA ADVERTISING
radio, network and local television, cable television

OUTDOOR ADVERTISING
billboards, signs, posters, vehicle signage, and electronic displays

DIRECT ADVERTISING
sales letters, catalogs, brochures, inserts, telemarketing, fax messages, and
computer databases

DISPLAY ADVERTISING
window, counter, and aisle displays; special signage; self-service merchandising;
trade show displays

INTERNET ADVERTISING
static banner, interactive banner, buttons, sponsored site, cooperative site listings,
e-mail list development

TIMING OF ADVERTISING Advertising is more effective at some times than others.
Companies determine the times when potential customers are most willing and
able to buy the products or services advertised. Many products and services are
seasonal, with the majority of sales concentrated in a few months of the year.
Companies spend more advertising dollars during those times when consumers
are considering the purchase of the product than during times when customers
are less likely to buy. For example, advertising for ski resorts or ocean cruises
increases during the winter months, and advertising for air conditioners and
lawn mowers appears mostly in the spring and summer.
Occasionally, companies advertise to increase purchases at times customers
do not traditionally consider buying the product. By emphasizing new product
development and advertising, turkey producers and processors have increased
the sale of turkey products throughout the year. Those businesses had previously
sold almost all of their products near the Thanksgiving holiday and one or two
other holiday times during the year.
A single advertisement may produce temporary results, but regular advertis-
ing is important in building a steady stream of customers. If advertising does not
appear often enough, customers tend to forget about the business or product. To
keep their name and brands fresh in consumers’ minds, businesses often spread
their advertising over the entire year. Only when the company wants an immedi-
ate impact, such as for a new-product introduction or for a special event, would
it consider a large, one-time expenditure.

ADVERTISING EVALUATION Advertising effectiveness is evaluated in a number of ways.
Researchers measure which advertisements a market sees, what they remember

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