5.34 admedia
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1) The document discusses copyright and terms of service for materials on the Texas Education Agency website. Texas public schools and residents can reproduce materials for educational or personal use, but others need permission. 2) It then covers key terms related to advertising media, including the different types of advertising, media used to convey messages, and concepts like audience, impressions and cost per thousand. 3) The document provides an overview of different advertising media like print, broadcast, online and discusses evaluating elements of advertising media.
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5.34 admedia
- 2. 2 “Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. Call TEA Copyrights with any questions you have. Copyright © Texas Education Agency, 2012. All rights reserved.
- 3. KEY TERMS Advertising- A paid-for form of communication. Promotional Advertising- When the goal is to increase sales. Institutional Advertising- Used to create a favorable image for a business. Infomercial- A long advertisement that looks like a talk show and is 30 minutes long. Copyright © Texas Education Agency, 2012. All rights reserved. 3
- 4. KEY TERMS • Media- The agencies, means or instruments used to convey advertising messages. • Print Media- Includes advertising in newspapers, magazines, direct mail, sign and billboards. • Transit Advertising- Any advertisement that can be found on public transportation. • Broadcast Media- Advertising that encompasses radio and television. Copyright © Texas Education Agency, 2012. All rights reserved. 4
- 5. KEY TERMS • Online Advertising- A form of advertising that uses either e-mail or the World Wide Web. • Media Planning- The process of selecting the advertising media and deciding the time or space in which the ads should appear. • Audience- The number of homes or people exposed to an ad. • Impression- A single exposure to an ad. • Frequency- The number of times an audience sees or hears and ad. • Cost Per Thousand- The media cost of exposing 1,000 readers or viewers to an advertising impression. Copyright © Texas Education Agency, 2012. All rights reserved. 5
- 6. INSTITUTIONAL ADVERTISING VS. PRODUCT OR PROMOTIONAL ADVERTISING Copyright © Texas Education Agency, 2012. All rights reserved. 6
- 7. TYPES OF PRINT MEDIA •Newspaper •Magazine •Direct Mail •Directory Advertising •Outdoor Advertising Copyright © Texas Education Agency, 2012. All rights reserved. 7
- 8. BROADCAST MEDIA TELEVISION ADS • Ultimate advertising medium for many businesses • Combines all creative elements: sight, sound, action and color • Most T.V. ads are 30 or 60 second spots Copyright © Texas Education Agency, 2012. All rights reserved. 8
- 9. BROADCAST MEDIA RADIO • Reaches 96% of people 12 years and older within a week • Can be heard just about anywhere • Cost effective • Targets specific segments of the radio listening market • Radio ads are 10, 20, 30 or 60 second spots Copyright © Texas Education Agency, 2012. All rights reserved. 9
- 10. IDENTIFY AND EVALUATE ELEMENTS OF ADVERTISING MEDIA Copyright © Texas Education Agency, 2012. All rights reserved. 10
- 11. IDENTIFY AND EVALUATE ELEMENTS OF ADVERTISING MEDIA • Audience • Impression • Frequency • Cost Per Thousand (CPM) Copyright © Texas Education Agency, 2012. All rights reserved. 11
- 12. WHAT GETS TO YOU? Copyright © Texas Education Agency, 2012. All rights reserved. 12
Editor's Notes
- Explain that advertising is ALWAYS paid for. This differs from publicity as most of the time publicity is not paid for. There are differences in promotional (or product) advertising and institutional advertising. Institutional ads are used not only to create a better image for the company but also to connect the company with a good cause. Have students give examples of companies who use institutional advertising. Example: Yoplait yogurt and breast cancer awareness. Discuss infomercials and ask the students if sometimes they thought they were watching a television program instead of an ad. Discuss how infomercials influence their viewers. Discuss what future the students think the infomercial has.
- Briefly go over Print media and tell students you will go into detail shortly. Ask students to try and name all types of transit advertising. Then tell them that Transit Advertising includes trains, taxis, and buses; ads on public benches, bus stop shelters, kiosks, newsstands, public school buses, subways, train stations, and airline terminals. It is economical and has a defined market, usually in urban areas.
- There are differences in promotional (or product) advertising and institutional advertising. Institutional ads are used not only to create a better image for the company but also to connect the company with a good cause. Have students give examples of companies who use institutional advertising. Example: Yoplait yogurt and breast cancer awareness.
- Newspapers continue to be an important advertising tool. Many retailers and local businesses rely on them to advertise at a low cost. They also offer a variety of options for size, location and frequency of ads. Magazines are distributed locally, regionally or nationally. They can be published as weeklies monthlies or quarterlies. Magazines have a longer life span than newspapers. The drawbacks of magazine ads are that ad placement is more expensive. Another drawback is that magazines are often printed a month or two in advance of publication. There are two types of direct mail. The mail sent to a home or electronic mail. Direct mail comes in many forms, such as newsletters, catalogs, coupons, invitations, and price lists. The success of direct mail is most effective with existing customers.
- The average person will spend 10 years watching television. Television advertising allow companies to direct their advertising messages to audiences with a specific interest. Disadvantages to TV ads are extremely high costs. Super Bowl ads cost an average of $3.25 million.
- Ask students to write down 5 products. Then ask them to identify the type of radio station on which they would advertise.
- Media planners must be concerned with the correct medium to use as well as the costs, plus how to measure overall advertising effectiveness. Advertisements are evaluated by these four key elements. First is the audience- the number of homes or people exposed to the ad is taken into consideration. Then the impression is evaluated by the consumers who hear or see an ad a single time. Finally, ads are evaluated by the frequency. Knowing the potential audience, how frequently your advertisement will be seen or heard, and CPM can tell you whether the rates charged by various media are right for your advertising budget.
- Newspaper photo from Clipart.com