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Study Guide in PROF 106 – Advertising and Sales Promotion Module No. 7
STUDY GUIDE FOR MODULE NO. 7
Chapter 7: Advertising Media
MODULE OVERVIEW
Congratulations! For finishing the first half of the course! This time you are now going to apply your learning
so far and create your own advertising campaign. But before doing the actual application, let us learn first the
different advertising media platforms that we can use for effective advertising campaign.
As you go along the module, try your best to read and answer the exercises and quizzes. You will be given
enough time to accomplish and submit your outputs. We will be having a virtual meeting for clarification and
virtual recitation to assess your learning once a week all throughout the semester (Reading habit and asking
for clarification is the key). Do not memorize every single word but understand and familiarize them instead.
*Contents are drawn from the references at the end of the module for further reading. PDF file of Ken Kaser 2013
Advertising and Sales Promotion. Cengage Learning Asia Pte Ltd. Philippines will be provided.
MODULE LEARNING OBJECTIVES
At the end of the module, you should be able to:
1. Describe the traditional types of advertising media.
2. Identify advertising media selection criteria.
3. Learn how to evaluate broadcast and print media.
4. Identify the types of newspaper advertising.
5. Understand the suitability of each medium in advertising programs.
6. Determine how audience is measured and media time and space is purchased.
7. Describe various types of internet advertising and explain what factors the businesses should
consider when using it.
8. Recognize alternative forms of advertising media outlets such as outdoor media, transit advertising,
cinema, and videos in advertising.
9. Describe the latest advertising media trend.
LEARNING CONTENT 1: TRADITIONAL ADVERTISING MEDIA AND MEDIA EVALUATION
Types of Advertising Media
Media - the channels of communication used to send a message to the target market. Traditional types of
media include television, radio, print, and outdoor media.
Promotional objectives are an important consideration when selecting the advertising media. For example, if
the objective is to demonstrate a product’s ease of operation, a demonstration in a television commercial
might work best. If the objective is to reach out to a selected group, such as runners, an advertisement in a
fitness magazine could be the best choice. Advertisers must decide which type of media will be the most
effective at conveying their message for the least amount of money.
1. Television Advertising
Advertisements can be broadcast on network television, cable television, independent stations, and
direct broadcasts on satellite television. Television advertising usually comes in the form of
commercials and infomercials.
Advantages of Television Advertising. Television gives advertisers the ability to convey their message
using sight, sound, and motion. It provides many creative opportunities for advertisers. Television
advertising is more likely to have an emotional impact on consumers than any other type of
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advertising. It reaches a large number of people, making the cost per viewer low.
Disadvantages of Television Advertising. Although the cost per viewer is low, the overall cost of
television advertising is quite high. Television advertisers have to pay to produce the commercial. In
addition, they have to pay the networks to air the commercial, which can be very expensive
depending on the time of day, the television show’s ratings (number of viewers), and the length of the
advertisement. The average length of commercials is 30 seconds, which limits the amount of
information that can be communicated. Because of the lengthy creative and production processes, it
could be months before a television advertisement is ever aired. When the commercial is finally aired,
advertisers cannot be assured that consumers will watch it.
2. Radio Advertising
Radio can be an effective way to advertise. Radio station listeners can be segmented by
demographics. For example, a pop rock station will attract younger listeners, while a classic rock
station will attract older adults. Knowing the demographic profile of a radio station’s listeners makes it
easier for advertisers to reach their target markets. Radio commercials are effective at using sounds
and catchy jingles to catch listeners’ attention. Although businesses typically advertise on local radio
stations, they now can get nationwide exposure on satellite radio and Internet radio broadcasts. Radio
commercials can be created and produced in a relatively short period of time at a much lower cost
than television commercials. One of the biggest disadvantages of radio advertising is that it provides
only an audio message because the product cannot be seen. Also, listeners can easily tune out
commercials or change the station. Because listeners usually are doing something else while listening
to the radio, it can be difficult to get their attention with an ad.
3. Print Advertising
Print advertising is one of the best ways to promote a business and its products. However, a print ad
may have to work harder than a television ad to get the consumer’s attention. Creative headlines and
appealing visual images are necessary. Print advertising includes newspapers, magazines, direct
mail, flyers, and brochures.
Newspapers. There are several advantages of newspaper advertising. Newspapers reach
large numbers of people, and newspaper advertising is relatively inexpensive. Newspapers
sell advertising space based on the advertisement’s location, size, and color. Newspaper
advertising allows businesses to target a specific geographic area. Retailers frequently
advertise sales promotions in local newspapers. Newspaper advertising also has some
disadvantages. Although newspapers reach a large audience, some of these people will be
outside of the business’s target market. Newspapers are not the best type of media when
trying to reach a niche market. They are more effective for mass marketing. Since
newspapers are published daily, the advertisement will have a short life span. High clutter
from competing advertisements could mean some ads are overlooked. Finally, as more
people turn to the Internet for news, newspaper readership is decreasing.
Magazines. Another popular form of media is magazines. One of the biggest advantages of
magazine advertising is the ability to target specific markets. Magazines also have a long life
span. Many consumers save issues of magazines and look through them again, meaning ads
are viewed more than once. On the downside, magazine advertising can be expensive in
comparison to newspaper advertising. Also, it takes much more time to produce and place an
ad in a magazine. As with newspapers, magazines can be cluttered with ads. In many cases,
over half of the pages in a magazine are devoted to advertising.
Direct Mail. Direct mail can be a highly segmented advertising strategy when businesses use
mailing lists that correlate with their target markets. Also, with the use of mailing lists, the
advertising message can be personalized, which will elicit a more positive response. Direct
mail campaigns are hidden from competitors, making it difficult for them to react quickly. It is
easy to measure the effectiveness of direct mail advertising because the business can track
the replies or orders received in response to the ad. The biggest disadvantage of using direct
mail advertising is that many consumers will treat it like junk mail without even reading it.
Direct mail advertising can be expensive depending on the target market and the size of the
campaign.
Flyers and Brochures. Flyers may be mailed, distributed door to door, or placed on car
windshields to advertise numerous things, such as community events, grand openings, and
special sales. They are an inexpensive form of advertising. Brochures are used to describe a
product or service in an easy-to-read, eye-catching format. Most brochures include color
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pictures to illustrate the product or service being advertised. Bi-fold and tri-fold brochures are
common, and they are sized so that they can be mailed or displayed easily. Brochures can be
an economical way to advertise. Businesses and other organizations use brochures to attract
prospective customers. When flyers are randomly mailed or placed on doorsteps and
windshields, it is nearly impossible to measure their effectiveness. As with direct mail, flyers
are often ignored. An increasing number of consumers are using the Internet to gather
information about businesses and their products, making brochures less useful. Brochures
often are handed out to people who have no interest in the business. Also, brochures tend to
be easily misplaced.
4. Outdoor Advertising
Outdoor advertising can take a variety of forms, including billboards; posters; ads on the sides of
buses and at bus stop shelters; signs in malls, sports arenas, and airports; and any other space
designed specifically for ads outside the home. It is effective at reaching a broad market and provides
wide exposure for local businesses. Local retailers, service businesses, entertainment venues, hotels,
and restaurants are the leading outdoor advertisers. Billboards are attention-getting and provide
around-the-clock exposure. Technological advances are making billboards more attractive to
advertisers. Digital billboard displays let advertisers rotate their messages throughout the day. The
biggest drawback to outdoor advertising is the limit on the length of the message. People must be
able to view the ad quickly as they drive or walk by it. The location of outdoor advertising has an
impact on its effectiveness. Advertisers must evaluate sites to find the most desirable ones.
Media Selection Criteria
There are several key factors to consider when selecting the media for advertising, including the reach,
frequency, lead time, and cost.
Reach. When choosing a media outlet, advertisers must consider the exposure it offers. The reach is
the total number of people who will be exposed to an advertisement over a period of time. For a
television ad, the reach is based on a show’s ratings. The potential reach of a billboard can be
measured by examining traffic statistics. The reach for newspapers and magazines is based upon
their circulation, or the number of copies distributed through subscriptions, newsstands,
supermarkets, airports, and other locations. For newspapers and magazines, advertisers must also
consider the pass-along rate, which is how many people read a single copy of the newspaper or
magazine. Regardless of which advertising medium is used, the reach will be ineffective if the
medium is not a good match with the target market. For example, since newspaper readership among
teenagers is low, it might not be worthwhile to run an ad for a teen product in the local newspaper.
Frequency. Radio, television, and newspaper advertisements are repeated frequently to remind
consumers about a product or service. Frequency is the number of times a person is exposed to an
advertisement. Advertisers must consider the number of times the target market needs to be exposed
to a message to meet its objectives. Although one exposure typically is not enough, too many
exposures can cause the consumer to tune out. Higher frequency is more beneficial for new products
or complex products than it is for well-known products. Continuous advertising is a strategy in which
advertisements are run steadily over an extended period of time to continuously remind consumers of
a product or service. With a pulsing strategy, advertising is heavier during certain times of the year,
such as holidays. Although retailers may advertise year-round, they advertise more often during the
Christmas holiday. Advertisers also look at the relationship between reach and frequency by
calculating the gross impression, which is the total number of people who have seen an
advertisement (reach) multiplied by the number of times it has been run (frequency). Gross
impressions offer one more way to measure the exposure received by an advertisement.
Lead Time. Lead time is the amount of time required to produce and place an advertisement.
Generally, newspapers require the least amount of lead time, while television requires the most. A
newspaper ad can be written and placed within days, meaning the advertiser can respond quickly to
current events or competitor ads. Radio advertisements also require little lead time. A radio ad can be
submitted within hours of airtime, and changes to the ad can be made quickly and easily. Magazines
require advertisers to submit ads months in advance, and after ads are submitted, they cannot be
changed. Television advertisements can take months to produce. The production process is long and
often involves advertising agencies, producers, directors, equipment technicians, and actors, among
others. The lead time for outdoor advertising can depend on the complexity of the ad and the
availability of the desired location.
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Cost. Cost could be the most important factor when it comes to selecting advertising media. The goal
is to reach the most people at the lowest cost while staying within the advertising budget.
LEARNING ACTIVITY 1
Assessment Group Work: Read the case and answer the questions that follow. Present your answers in the
class.
Chick-fil-A: Billboards That Work
Chick-fil-A® has created a very successful outdoor
advertising campaign. Its
billboards show three-dimensional cows that appear
to be painting the signs
with fun phrases, such as “Eat Mor Chikin” or “All
Roads Leed to Chikin.”
The advertising campaign was created in 1995 and
continues today. Since the
start of the campaign, sales have increased from
$500 million to $3 billion.
There are five major reasons why Chick-fil-A’s
outdoor campaign is effective.
• Clean and Simple Every billboard in the Chick-fil-A campaign is solid
white with a short phrase in big, black letters. The Chick-fil-A logo is predominantly placed in the center of the
billboard. Keeping the billboard simple is important since passersby only have a few seconds to read and
digest the message.
• Clever Theme What’s funnier than two cows with poor grammar skills telling you to eat chicken instead of
beef? The idea is to remind the viewer that there’s something out there besides the same meal
at the same burger joint. The core of Chick-fil-A’s brand is its chicken, which is also the central theme of its
billboard advertisements.
• Change of Pace Phrases and short messages on Chick-fil-A billboards are changed frequently to
maintain consumer interest. The cows are also changing. During football season, the cows wear helmets and
jerseys. During the Christmas season, the cows might look like reindeer. Keeping the customer
guessing makes the billboards more interactive. Billboards used bright swipes of yellow paint to represent the
sunrise and to help promote Chick-fil-A’s new breakfast menu.
• Consistent Placement The Chick-fil-A campaign has been running for over 15 years. The consistent brand
message and consistent location of billboards make it a fun campaign for consumers to follow. Although
Chick-fil-A billboards are always changing their clever messages, they represent a consistent brand.
• Call to Action Chick-fil-A’s call for consumer action is to switch from beef to chicken. The clever outdoor
advertising campaign has expanded to television commercials. Because Chick-fil-A sponsors college football
and has its own bowl game, it created commercials showing cows parachuting into the stadium to knock down
vendors selling hamburgers. Chick-fil-A also has a wide array of promotional items (key chains, shirts, visors,
and more) that feature the cows.
Questions:
1. Why do you think the Chick-fil-A campaign has been What do you successful for so many years?
2. Why is a theme important in a long-term advertising strategy?
3. When using a billboard campaign, why should the message be changed frequently?
LEARNING CONTENT 2: THE INTERNET AND ADVERTISING
The Internet’s Role in Advertising
The Internet has had a major impact on the advertising industry.
Online advertising is a form of promotion that uses the Internet and World Wide Web as the advertising
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medium to deliver marketing messages that attract customers. Online advertising is growing faster than any
other type of advertising, large and small are advertising online. Although it is unlikely that online advertising
will ever replace the other types of advertising, companies are realizing the benefits of using it as a key
component in their marketing and advertising strategies.
Types of Online Advertising
1. E-Mail Advertising
E-mail is one of the quickest and easiest ways to reach customers. Many businesses collect e-mail
addresses from customers and prospective customers, making it easy to send out information about
promotions. Company websites often have an opt-in feature that allows customers to sign up for e-
mails about the company and its products. Another approach is to hire a business that specializes in
targeting, preparing, and sending e-mails to specific audiences. Because e-mail can be targeted and
personalized easily, businesses can extend special offers of interest to specific individuals. E-mail
advertisements sometimes get a bad reputation because of spam, which is an unwanted online
communication that is sent out in mass.
2. Banner and Pop-Up Advertising
If you have spent any time surfing the Internet, you have most likely seen banner and pop-up ads. A
banner ad is a small, rectangular advertisement that usually appears at the top or side of a web page
and contains a link to the advertiser’s site. Banner ads are also referred to as display ads. Early
banner ads featured little more than text and an image. Today’s banner ads are much more
sophisticated and use flash animation, video, and audio to interact with website visitors. Banner ads
can be placed on websites that attract the same target market. A pop-up ad is an online
advertisement that opens on top of the current web page being viewed. The purpose of a pop-up ad is
to increase traffic to a specific website. Pop-up ads can also be used to acquire e-mail addresses of
individuals who are interested in receiving product information or other special offers for a product or
service. Many consumers think pop-up ads are annoying and use pop-up blocking software to avoid
them.
3. Search Engine Advertising
A search engine ad is also known as a paid search because the advertiser pays the search engine
to place ads near relevant search results based on keywords. Google is the most popular search
engine, but others include Yahoo! Search and Microsoft’s Bing. Search engine ads allow a business
to target people who are searching for words or topics related to the business and its products. For
example, if you enter the words “diamond earrings” into a search engine, links to several jewelers
appear next to the search engine results. The main objective of search engine ads is to increase
brand awareness. Search engine advertising is a quick and effective way to promote a business
online. It helps drive Internet visitors to the business’s website. Advertisers pay a certain amount each
time someone clicks on their link. Marketers must carefully evaluate website visits resulting from
search engine advertising to determine which keywords are producing results.
4. Website Advertising
Today, website advertising is especially critical for businesses—both Internet and traditional brick-
and-mortar businesses. A brick-and-mortar business is one that has a physical presence, such as a
building or store, not just an online presence. Large companies spend millions of dollars to develop,
launch, and maintain their websites. Website advertising may be a good choice for startup companies
that have limited capital. It is also the fastest way to reach a global market. Once a business sets up
its website, it must draw targeted traffic to the site through effective website advertising strategies.
Website addresses can be featured in traditional advertising media, such as print ads, or in press
releases sent to Internet news sites. They can also be registered with search engines such as
Google. Effective websites have attention-grabbing headlines, up-to-date articles, and customer
testimonials.
5. Blogs
A blog (web log) is a website maintained by an individual or business where entries (posts) that are
intended for public access are made on a regular basis. Posts could include commentary on various
topics, descriptions of events, reviews, and targeted advertising messages.
6. Social Media Advertising
Social media are websites where users create and share information. Web-based and mobile
technologies are used to turn communication into interactive dialogue. Early versions of social media
included chat rooms, which provided a way for people around the world to communicate in real time
about topics of interest. Although chat rooms still exist, they have largely been replaced with newer
types of social media, including Facebook, YouTube, and Twitter.
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Advantages and Disadvantages of Online Advertising
Advantages:
1. One of the biggest advantages is flexibility. Companies can change the advertising message quickly
so that it is always current.
2. The Internet provides an interactive platform for communication between businesses and consumers.
Consumers who have the opportunity to ask questions and provide feedback about companies and
products are more likely to buy those products due to a higher level of consumer involvement.
3. Online advertising has a broad reach, with the capability of reaching a global audience.
Disadvantages:
1. One of the biggest disadvantages of online advertising is the lack of control a company has over
information that is posted by others. People can post negative feedback or inaccurate information on
blogs or social networking sites.
2. Other threats to online advertising include spamming and phishing. Spamming involves flooding the
Internet with mass copies of the same message in an attempt to reach the largest audience possible.
Phishing is an Internet scam in which an e-mail falsely claims to be a legitimate business or other
organization in an attempt to get personal information.
LEARNING ACTIVITY 2
Assessment Group Work: Create powerpoint presentation of your Learning Activity 1 output.
LEARNING CONTENT 3: ALTERNATIVE FORMS OF ADVERTISING MEDIA AND SUPPORT
MEDIA
Other Advertising Outlets
While the newspaper, television, magazines, radio, and Internet are the most common methods of advertising,
there is a wide variety of alternative media that can be used to reach the target market. Alternative forms of
media can play an important role in the overall advertising strategy.
1. Transit advertising includes ads that appear on the interior or exterior of public transportation
(buses, taxis, subways) and other vehicles. This form of advertising is closely related to billboard
advertising. Transit advertising now uses digital signage, making it easy to customize and change
messages. Although many transit ads are placed on signs in or on a vehicle, vehicle wraps are ads
consisting of pictures and graphics that completely encase the vehicle.
2. Advertising in the sky is known as aerial advertising. Banners with advertising messages are hooked
onto planes that fly over stadiums, beaches, and entertainment venues to capture the interest of
potential customers. Some of the airplanes use loud speakers, combining audio and visual elements.
Skywriting delivers messages in the form of white cloud formations.
3. Cinema advertising includes ads that run in movie theaters before the start of movies.
4. Product placement is a form of advertising in which a business’s product, service, or name is used in
a television show, movie, video game, or other form of entertainment. Because specific brands are
being promoted, this form of advertising is also known as brand placement. Coca-Cola cups sit on a
table in front of the judges for American Idol. Charmin® bathroom tissue and Pringles® snacks have
been included as part of the challenge prizes awarded to contestants on Survivor. The film Iron Man 2
featured more than 64 brands. Companies pay for product placement on popular television shows
and movies to increase brand awareness.
5. Video game advertising, also called advergaming, is a way to promote brands using video games.
Companies pay to have their brands featured in the games played by millions of consumers every
day.
6. Directory Advertising. Telephone directories like the Yellow Pages have been around for a long
time. Specialized telephone directories have been designed for neighborhoods, ethnic groups, and
other special interest groups. A telephone directory is an advertising medium that consumers use to
seek out products or services. Larger ads that use color and higher-quality graphics attract more
attention. Directory advertising is often used to supplement other advertising media.
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Latest Advertising Media Trends
The advertising industry is continuously searching for new, creative strategies to get the message to targeted
customers. Advertising trends have changed dramatically as marketers look for new ways to keep pace with
technology and media. By staying informed about the latest developments, marketers can identify related
advertising opportunities.
1. Video advertising is one of the fastest-growing forms of online advertising. While traditional
advertising is on the decline, the number of video ads seen online is rising. Webisodes are video ads
that run as a series of episodes on a website. Companies are slipping advertisements under the radar
by using viral videos. Viral videos become popular through Internet sharing. Marketers create videos
and post them on video-sharing websites like YouTube. People that think the videos are funny, cool,
or informative share them on social networking sites and through personal e-mails.
2. Mobile advertising directs messages to consumers’ Internet-enabled mobile devices, such as
smartphones, MP3 players, and digital tablets like the iPad. The growing number of mobile devices
represents many opportunities for advertisers to reach potential customers, especially younger
consumers. Ads can be sent directly to mobile devices. Marketers believe mobile advertising can be
very effective for local retailers, restaurants, entertainment businesses, and service providers if used
to send promotional offers, such as coupons and price discounts.
LEARNING ACTIVITY 3
We will have a quiz (objective type) covering Learning Contents 1-3. Link of the quiz will be sent to you.
*Reminder: Do not memorize every single word but understand and familiarize them instead.
SUMMARY
Traditional types of advertising media include television, radio, print, and outdoor. Each medium has
advantages and disadvantages.
When selecting the media to use, advertisers should consider the media’s reach, frequency, lead
time, and cost.
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver
marketing messages that attract customers.
Online advertising can take on many forms, including e-mails, banner and pop-up ads, search engine
ads, website ads, blog messages, social media messages and ads, and Twitter messages.
Although online advertising offers many benefits, such as flexibility, currency, and interactivity, spam
and phishing scams can reduce the effectiveness of online advertising.
Alternative forms of media can play an important role in an advertising strategy. They include transit
advertising, aerial advertising, cinema advertising, product placement advertising, and directory
advertising.
Video advertising is one of the fastest-growing forms of online advertising. Video ads can be
embedded on company websites or exported to other sites. The video may become viral if it is
circulated online via e-mails, video-sharing sites, and social networking sites.
Mobile advertising is used to send messages to mobile devices, such as smartphones, MP3 players,
and digital tablets.
REFERENCES
Chapter 7
Kaser, Ken. 2013. Advertising and Sales Promotion. Cengage Learning Asia Pte Ltd. Philippines
Chapter 15, 16, 17
Kazmi, SHH, and Satish K. Batra. 2004. Advertising and Sales Promotion 2nd ed. Anurag Jain for Excel
Books. New Delhi
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markiv_asp.pdf
(17E00317) ADVERTISING AND SALES PROMOTION MANAGEMENT.pdf
https://slideplayer.com/slide/6946177/
https://www.youtube.com/watch?v=cRlxBm9kvS4
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