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Advertising
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səhifə | 5/5 | tarix | 18.01.2023 | ölçüsü | 1,35 Mb. | | #98734 |
| Chapter 19 Advertising - Based upon the type of format the customer desires.
- Banner ads
- Rich-media enhanced banner ads
- Button ads
- Interstitial ads
- CPM rate based on number of viewers
- Rates vary based on the volume of monthly page views
4. RADIO RATES - Types of Radio Advertising
- 1. Network radio advertising
- 2. National spot radio ad
- 3. Local radio advertising
- Spot radio refers to geographical area where an ad runs
- Spot commercial are ad messages of one minute or less on network or spot radio
- Drive time and run-of schedule (ROS) allows a radio station to decide when to run the ad.
5. TELEVISION RATES - Rates vary with the time of day. Prime time (7:00 p.m.-10:00 p.m.) most expensive
- Advertisers try to play their messages during the time slots that enable them to reach the most customers
D. PROMOTIONAL BUDGET FOUR METHODS - Promotional Budget considers not only the cost for developing and placing or airing advertising but also the cost of staffing the department or campaign.
- 4 Common promotional budgeting methods are:
- Percentage of sales method – budget based on a percentage of past or anticipated sales
- All you can afford method – first pay all expenses then apply remainder of funds to promotional activities
- Following the competition method – advertiser matches its competitor’s promotional expenditures
- Objective and task method – company determines goals, identify steps to meet goals and determines cost for promotional activities to meet goals
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