Introducing
Your new presentation assistant.
Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.
Trending searches
Must air when & where target market is watching
Popular -- people like audio & visual together
Average 10 to 30 seconds; 15 second most popular
Decide what can/cannot be in an ad
Cannot lie in a commercial
Governed by the Federal Trade Commission (FTC)
Price varies based on:
Ex. Superbowl = prime; ads cost $5 million and up
Station it is aired on
Time it is aired
Commercial Time Length
May fall under a mix of strategies....
A sequence of drawings, typically with some directions and dialogue, representing the shots planned for a movie or television production.
Used to plan & organize ideas
Visual representation
Must be clear & simple
Frames must be in order
Should include foreground, mid-ground, and background in illustrations
Should have notes about music & dialogue under each frame
Frames may consist of different shot angles
Mostly found in high traffic areas; ex. roadsides & city centers
Vary in size; average is 14 feet by 48 feet
Name derived from “billing board”
Can be print or digital
If digital, you can timeshare with other companies
Can be 2D
Or can be 3D
Recommended 6 words or less; aim to be visual
https://www.canva.com/learn/billboard-advertising/
Hard to pinpoint specific demographic
Mostly where there are delays
Rent & upkeep costs (usually monthly)
Large audience reach
May become redundant; always seeig your add may be a turnoff
Impact on consumers who see it repeatedly on a commute
Families would sit around & listen to broadcasts
AT&T sold toll advertising
First radio advertising broadcast
Could sponsor a broadcast and have your name mentioned
First paid advertisement for Hawthorne Court Apartments
WEAF = first station to have advertising
The golden age of radio
Reach a large # of people fast
More opportunities – now on streaming services (Pandora, Spotify, etc.)
Lots of AM & FM stations
Focus on:
Build relationships with stations
Reach = # of different people who hear an ad
Frequency = # of times your ad is heard by the average person in a week
Consistency = advertise consistently over a long period of time
Do not put all your eggs in one basket
Need to hear an ad at least 3 times a week to be memorable
Advertise on multiple stations
Considered lower cost as compared to TV
Lower cost for air time
Lower production costs -- no sets etc. just scripts
Don’t give too much info. – most people listening are doing a task/driving
Allows for personal creativity
Audience have freedom to perceive message in their own head
Can advertise through the radio hosts
Do not only need to buy commercial space
Have them talk about/promote a company or product
More expensive, but better results in return
What was your motivation for reading it?
Which one was it?
What ads did you see in it?
Which one was it?
What was the ad for?
Where did you see it?
Any form of advertising that uses physically printed media
Must pick the form that will best reach you target market & fit your budget
Magazines
News Paper
Posters & Flyers
Catalogs
Direct Mail
Billboards
Pay more for more colors to be printed
Pay for number of ads printed
Pay more or less depending on size of ad
Pay more for popular or prestigious newspapers as well
Magazines rated with a “rate card” – pay more for more prestigious ones
Direct mail & catalogs – must pay shipping costs & for consumer info. to reach target
http://www.mediaspacesolutions.com/blog/will-print-advertising-still-work-in-2018
Print readers pay more attention; digital have short attention span
Seen as more credible than digital
Work with a human during purchasing process; not an online algorithm
Can better target audience
Can lead people to a digital ad
Appropriate fonts & colors
No clutter
Easy to see pictures & text
Clear & simple message
Eyes move from top left...
to bottom right
Benefits will hook audience more than features
Ads in respected publications will be blanketed by that respect as well
New Coke
https://www.cbsnews.com/news/30-years-ago-today-coca-cola-new-coke-failure/
What channels of advertising were used?
What should coke have done differently?
Advertising mistake turned around?