11.3 Promotional Media

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NCVPS
Small Business
Module 11

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  • 1. Marketing a Small Business Promotional Media Used by Small Businesses.
  • 2. Promotional Media Channels of communication that serve as tools for promoting ideas, goods, and services to consumers.
  • 3. Factors Affecting the Costs of Advertising Media
    • Types of media
    • Circulation
    • Production costs
    • Preferred space positions
    • Demographics of target audience
    • Editorial credibility and prestige (image)
    • Ability to obtain response rate
  • 4. Types of Media
    • Newspaper
    • Magazine
    • Internet
    • Radio
    • Television
  • 5. Newspaper Media
    • Circulation - Important in all media because rates are based on circulation totals.
      • Primary circulation : The total number of copies sold.
      • Secondary circulation : The number of pass along readers (those who read the newspaper but do not purchase it).
  • 6.
    • Reach is the number of different people in a target audience who are exposed at least one time to a promotional message.
      • Each person is included only once, even if they view the message more than once.
    • Frequency is the average number of times a person in the target audience is exposed to a promotional message.
    Circulation
  • 7. Circulation
    • CPM = Cost of an ad X 1000 divided by audience
      • Only part of the audience exposed to an advertisement would be considered likely prospects for a product.
    • Extensive coverage means reaching a larger audience.
    • Intensive coverage means reaching a smaller group of people more often.
  • 8. Production Costs
    • Color rates – Each time a color is added to the advertisement the rate increases. Four color or Full-color ads are the most expensive.
    • Black & White rates – Lowest rates that are offered for advertisements.
  • 9. Newspaper Costs
      • Production costs: Usually low; the advertiser is not charged for the actual production costs of the ad.
      • Color requirements: Usually poor quality in the newspaper; the cost for color is normally very expensive—can increase cost by 40%.
  • 10. Magazine costs
    • Production costs: High costs are passed along to the advertisers.
    • Preferred position: Most desirable positions include the front and back covers both inside and outside.
    • Color: Runs approximately 30% higher.
  • 11. Preferred space positions
      • Run-of-paper (ROP): The ad appears wherever there is room for it.
      • Premium position : For higher rates, the ad will appear in the space thought to attract the greatest audience attention such as first page or back cover.
  • 12.
    • Bleed pages
      • These are pages that have no white border.
      • The ad is printed to the edge of the page.
      • This feature can increase cost by 15 to 20%.
    • Broadcast time - Rates vary based on five factors .
      • Time of day
      • Season of the year
      • Popularity
      • Commercial length
      • Audience reach
    Preferred space positions
  • 13. Internet
    • Fast growing media for advertising
    • Product information easily available
    • Advertising rates are based on type of format desired:
        • Banner ads
        • Button/text links
        • Pop ups
  • 14. Radio Costs
    • Audience size
    • Time availability
    • Commercial length
    • Production costs are less than for television and vary widely
  • 15.
    • Audience
      • The larger the audience, the higher the rate will be.
      • Network time which reaches national audiences is higher than that for regional or local television.
      • Charge time is based on audience ratings.
      • Audience demographics influence the rate.
      • Audience size and composition are affected by time of day, season of the year, program quality, and program popularity.
    Television Costs
  • 16. Demographics of Target Market
    • Media selected should be able to reach the desired target market.
  • 17. Editorial credibility & image
    • Degree of positive image of the chosen media impacts its rates for advertising.
    • The media must have the ability to present a believable product.
  • 18. Ability to Obtain Response Rate
    • Media should be able to:
      • reach a large number of customers
      • obtain a high response rate