CHAPTER 4: ADVERTISING MEDIA

• Traditional Advertising Media

  A business cannot succeed without effective and targeted advertising. An important aspect of advertising involves choosing the appropriate media, which are the channels of communication used to send a message to the target market.
• Television Advertising - Since television was first introduced, businesses have had tremendous success using it as an advertising medium.
• Radio Advertising - Radio can be an effective way to advertise. Radio station listeners can be segmented by demographics.
• 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 consumers’ attention.
• Newspapers - there are several advantages of newspaper advertising. Newspapers reach large numbers of people, and newspaper advertising is relatively inexpensive.
• Magazines - another popular form of media is magazines. One of the biggest advantages of magazine advertising is the ability to target specific markets.
• Direct Mail - can be a highly segmented advertising strategy when businesses use mailing lists that correlate with their target markets.
• 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.
• 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.
• The reach is the total number of people who will be exposed to an advertisement over a period of time.
• Frequency is the number of times a person is exposed to an advertisement. 
• 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.
• Lead time is the amount of time required to produce and place an advertisement.
• Cost could be the most important factor when it comes to selecting advertising media.
•  Online advertising can be approached in many ways. Over the years, it has advanced from simple e-mail and banner advertisements to interactive social media advertising.
• E-mail is one of the quickest and easiest way to reach customers.
• 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 advertisers’ site.
• 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.
• Today, website advertising is especially critical for businesses both internet and traditional brick-and-mortar businesses.
• 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. 
• Advertisers are realizing the value of social media and have begun to shift significant amounts of their advertising dollars into this technology.
• Online advertising has a broad reach, with the capability of reaching a global audience.
• Cost-per-click (CPC) advertising

  advertisers pay for each click that their ad receives. Ten clicks at $1 a click would cost a company $10.
• Cost-per-thousand impressions (CPM)

  advertising allows a company to pay for a certain number of impressions (on a per-thousand basis) instead of paying per click.
• Cost-per-action (CPA) advertising, is growing in popularity. With CPA, the advertiser pays only when the website visitor takes a specific defined action in response to an ad.
• Transit advertising includes ads that appear on the interior or exterior of public transportation (buses, taxis, subways) and other vehicles.
• 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.
• Cinema advertising includes ads that run in movie theater before the start of movies. Theaters offer 40 ft screens and great sound systems for viewing ads.
• 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. 
• 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 
• Mobile advertising direct messages to consumers Internet enabled mobile devices such as smartphones, mp3 players, and digital tablets like the ipad.
• 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.