The document discusses various advertising mediums, including print, broadcast, direct mail, and interactive media, along with their functions such as product promotion and brand awareness. It explores the nuances of different advertising types including interactive, product, non-product, commercial, and non-commercial advertising, emphasizing the importance of effective communication and consumer engagement. Additionally, it highlights the role of market research in determining the appropriate distribution channels for advertisements.

1. MEDIUM OF ADVERTISING
Lucylle Bianca Cawaling, Gerry Crudo, Richelle Reinante,
Jamillah Pundato, Alina Bianca Arellano

2. ADVERTISING MEDIUM
• Channel of communication
• Any paid means used to present an ad to
its target audience
• Examples:
• Print
• Broadcast TV radio
• Out-of-home (Outdoor, transit)
• Direct mail
• Interactive- Internet
• Interactive- Kiosks, Point of Purchase
• Product
• Non-product
• Commercial
• Non-commercial
• Action
• Awareness

3. KINDS OF ADVERTISING MEDIA
• Addressable media
• Ex. Direct mail
• Interactive Media
• Ex. Internet and kiosks
• Non-traditional media
• Ex. Shopping carts, blimps, videocassettes
Media- plural form of
Medium

4. THINGS WE WILL BE DISCUSSING:
• Interactive Advertising- Kiosks, Point-Of-Purchase
• Product Advertising
• Non-product Advertising
• Commercial Advertising
• Non-commercial Advertising
• Action Advertising
• Awareness Advertising
INTERACTIVE MEDIIA

5. INTERACTIVE MEDIA
• Let consumers participate in the communication by extracting the information they
need, manipulating what they see on their computer or tv screens in real time, and
responding in real time.
• Examples
• Kiosks
• Point-of-purchase

6. KIOSKS
• A small open-fronted hut or cubicle from which newspapers, refreshments,
tickets, etc., are sold.
• A small structure in a public area used for providing information or displaying
advertisements, often incorporating an interactive display screen or screens.
• In information technology, a kiosk is a small physical structure (often including
a computer and a display screen) that displays information for people walking
by.
• Kiosks are common near the entrances of shopping malls in North America
where they provide shoppers with directions.
• Kiosks are also used at trade shows and professional conferences.

7. KIOSKS
• The kiosks best known to travellers are those that
display show and movie posters on the streets of
Paris.
• More sophisticated kiosks let users interact and
include touch screens, sound, and motion video. A
number of companies specialize in
creating multimedia kiosks.

8. • A simple kiosk can be created using HTML pages and graphics, setting the type
size large enough to attract people from a short distance, and removing the Web
browser's tool bar so that the display screen is effectively in "kiosk mode."
• The presentation can be
designed to simply loop through
a series of pages or to allow user
interaction and exploration.
• Having a separate printed sign
that invites people to your
home-made kiosk may help.

10. POINT-OF-PURCHASE
• A place where sales are made.
• On a macro-level, a point of purchase may be a mall,
market or city.
• On a micro-level, retailers consider a point of
purchase to be the area surrounding the counter
where customers pay.
• Also known as "point of sale"

11. PRODUCT ADVERTISING
• Promotes the sale of products and services
• is any method of communication about the promotion of a product in an attempt to
induce potential customers to purchase the product.
• The general objective is to increase brand awareness or to demonstrate the
differences between product and competing products in order to sell them.

12. PRODUCT ADVERTISING
• is the art of building and maintaining product awareness with potential buyers
• educates potential customers on why they need the product, how it is used and the
benefits derived from its use.
• tells the consumer how the product is better than similar offerings by competitors.

13. DISTRIBUTION CHANNELS USED BY
PRODUCT ADVERTISING:
• Television
• Radio
• Print (Newspapers and Magazines)
• Mail (flyers, circulars, coupon)
• Websites/Internet
• Social media
• Signs and Billboards

14. HOW TO DETERMINE WHAT DISTRIBUTION
CHANNEL TO USE:
• First is to research.
• market research is usually conducted to
obtain information such as unmet needs in
the market, factors or people that influence
purchasing decisions, and the type of
media used to obtain product information.
• The collected data is then used to write an
advertisement message and to determine
how the message will be channeled to
prospective customers.

15. INTERNET
• information on these web pages include
company contacts, history, their
expertise, and product descriptions.
• Other web options used by companies
are paid ads and organic search results.
• Paid ads are the brightly colored, short
blips designed to get a person's
attention, and over time, build a brand
awareness in people's minds. Messages
are very short on paid ads.

16. • Organic search results are the
listings that appear on a
search engine in response to
key words that link to
informational pieces
describing the product,
explaining how it works, and
listing its benefits.
• Consumers may lend more
weight to these pieces than
paid ads and companies often
use techniques of search
engine optimization (SEO) to
highlight their own products
over others that may be listed
as a result of an Internet
search.

17. RADIO AND TELEVISION
• use market research to determine which radio and television programs are best
suited for their advertising dollars.
• Among the considerations are the size and composition of the audience -- the
average age or income of listeners, for example.
• Products or services that appeal to the general public are often advertised on radio
and television because they reach a broad audience.

18. Kindsofpeoplewho
listenstotheradio

19. PRODUCT PLACEMENT ADVERTISING
• Product placement is an advertising approach that intentionally inserts products
into entertainment programs such as movies, TV programs and video games.
• FORMS
• visual imagery in which the product appears within the entertainment program
• actual product use by an actor in the program
• words spoken by an actor that include the product name
• heighten the credibility of the product in the minds of the audience BECAUSE
product was selected by an unbiased third-party

21. MOBILE DEVICE
ADVERTISING
• smartphones and tablet computers
• Fueled by technological advances occurring with the
computing power of hand-held devices as well as
significant gains in speed of data delivered over
wireless networks
• Advertisements are also embedded within specialized
applications or “apps” that run on these devices.
• with geographic positioning features included in
newer mobile devices, the medium provides
marketers with the ability to target customers based
on their geographic location.
• attracted a number of high-powered companies,
including Google and Apple, who provide technologies
for serving ads to mobile devices.

23. NEWSPAPERS AND MAGAZINES
• Newspapers are used to reach local audiences in
niche markets through paid ads or articles on
how a product benefits a user or how it fills a
need.
• Advertising in magazines is useful when trying
to reach a special segment of the population --
those engaged in a certain kind of trade, for
example, or with interest in particular topics
like the outdoors.
• As in newspapers, companies use both ads and
articles are used in magazine advertisements.

24. SIGNS
• Signs are used to advertise products or services in many
ways.
• Billboards reach travelers on busy highways and city streets.
• Signs displayed on vehicles are used to help build public
awareness of a company's products or services within its
trade area.
• The company name and other information are either directly
painted onto a vehicle or printed on magnetic placards which
can be placed on and taken off the vehicle.
• Businesses such as roofing, painting and remodeling
companies advertise by placing signs on lawns where they
are working. If work is being done outside of a home or
business, people have an opportunity to see the work.

25. SIGNS
• Sky writing where airplanes use special chemicals to form words
• Plane banners where large signs are pulled behind an airplane
• Mobile billboards where signs are placed on vehicles, such as buses and cars, or even
carried by people
• Plastic bags used to protect newspapers delivered to homes
• Advertisements attached to grocery carts

27. DIRECT MAIL
• Direct mail is commonly used as a method of advertising.
• General advertising messages are sent through bulk mail
to addresses within a trade area.
• These same types of messages are often hand-delivered
and left on the front door of residences.
• The bulk messages normally are not addressed to a
person, only a location.
A formal type of direct mail is addressed to a person and
often has a tailored message to a subset of current or
prospective customers.

28. DIRECT MAIL
• Most effective when it is designed in a way that makes it
appear to be special to the customer.
• Very cost-effective method of advertising, especially if
mailings contain printed material. This is due to cost
advantages obtained by printing in high volume
• Establishes direct contact with the consumer and also
maintains secrecy in advertising
• Drawbacks:
• limited access i.e. a small number of buyers can be covered
• practical difficulties in preparing and maintaining up-to-date
mailing list.
• not suitable for every type of product

31. NON-PRODUCT ADVERTISING
• When a business tries to promote an idea that it considers important, it's
engaging in a type of marketing known as non-product advertising.
• Focus on aspects of a company beyond normal business operations.
• Used by various groups to promote public awareness of issues or programs.
• Purpose: depends largely on the motives for releasing the advertisement.
• Ex. Corporations and businesses may promote socially beneficial ideas in
their image advertising, but it's done in an attempt to win over customers
who might be swayed by social issues.
• Can also be used as a way to publicize information about an organization
that wouldn't typically be covered by a news publication

32. NON-PRODUCT ADVERTISING
1. Image Advertising
• Television commercials, print advertisements and other forms of marketing that don't
focus on a company's product are known as image advertising
• Types of advertisements sell the idea of that particular business as a better company,
regardless of product
• Ex. gasoline company might include a commercial that focuses on corporate support of
environmental projects. Image advertising is also sometimes referred to as corporate
advertising or institutional advertising.

35. NON-PRODUCT ADVERTISING
2. Public Service Announcements
• Appears through traditional advertising channels
• Sending a message instead of selling a product, although public service announcements
are typically paid for by charities and governmental organizations rather than businesses
• Ex. U.S. Environmental Protection Agency produces various PSAs for television and
radio on the topics of controlling asthma, recycling electronics and natural disaster
responses.
• Non-product advertising can be used in an unethical way if the advertisement
misrepresents social outreach programs or other aspects of a business's operations.
For example, the gasoline company that publicizes its donations to environmental
causes might overstate the dollar amount of the donations handed out by the
company.

37. COMMERCIAL ADVERTISING
• The use of advertising to generate revenue.
• Creates a demand or a perceived need for something.
• To sponsor entertainment that would grab potential customers' attention
• As soon as the consumer has a reason to want, advertising is there to offer a solution to
that need. Advertisements give answers to a consumer's questions, including where to
eat, where to go, or what to buy.
• Effective advertising works to create a desire while offering an attractive solution.
• Use advertising in an effort to impress consumers with how happy they will be once they
buy the item or use the service offered.

38. EXAMPLE

39. NON-COMMERCIAL ADVERTISING
• A type of advertising that is typically for the purpose of
educating consumers or promoting specific ideas.
• Could also be used to entice voters to vote in a certain way.
• Another example is that of a public service announcement.

40. ACTION
ADVERTISING
• A call to action is an advertising and
marketing concept, a request/direction to
'do something'—often the next step that a
consumer could take toward the purchase
of a product or service.
• Words that urge the reader, listener, or
viewer of a sales promotion message to
take an immediate action, such as "Write
Now," "Call Now," or (on Internet) "Click
Here." A
retail advertisement or commercial withou
t a call-to-action is considered incomplete
and ineffective.
• Its absence may cause a visitor to forget
about the ad and move on to other things.

43. AWARENESS ADVERTISING
• Extent to which the intended audience or targeted customers are aware of an advertising message.
• The goals of awareness advertising do not usually involve making money in the short term.
• Awareness advertising seeks to increase the name recognition of your small business in the minds
of consumers across your target market area.
• These advertising objectives are particularly useful in the early days of your company when you
don't have as many customers as your competitors.
• Awareness advertising is a marketing strategy designed to increase consumer familiarity with your
company's overall message and the services or products it offers.
• How awareness advertising develops goals and objectives for your small business depends on your
target consumer market and the company image you wish to portray.
• According to the Small Business Notes website, these goals are essential to developing your
awareness advertising strategy and determining how much money to spend on your promotional
campaigns.

45. • Brand awareness is an overarching objective of your awareness advertising strategy.
• This marketing phenomenon is the extent to which consumers recognize the brands
of your small business and can correctly associate these brands with particular
product offerings, according to the Business Dictionary.
• Increasing brand awareness is a primary aim in the early months of small business
life, when your company is attempting to enter the local marketplace and garner
consumer attention.
• Raising brand awareness through advertising keeps your small business in the
minds of consumers, which can lead to increased traffic at your place of business.
INCREASING BRAND AWARENESS

47. CONVEYING STRONG MESSAGES
• The message your small business chooses to convey cannot be vague or easily
misinterpreted.
• The more room you give consumers to confuse your company message, the easier it will
be for your target market to make false assumptions about your brands and products.
• Conveying a clear, strong message through your advertising campaigns gives consumers
your product messages in ways that are easily understandable and memorable.
• This allows for greater retention of your message and easier recognition when consumers
come across your company's products or enter your business locations.
• Awareness advertising seeks to increase your company's market share by increasing
consumer knowledge of your small business's products and services.

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