Summary

Synopsis

Get maximum value from your advertising budget. Learn some pointers on how to buy advertising in print, on the radio or television, on billboards, transit vehicles and the Internet. Get the necessary tools to manage your advertising budget effectively.

Objectives

• Calculate the cost of reaching your audience
• Compare the costs of advertising in different media
• List the advantages and disadvantages of using different media
• Itemize key points for buying advertising in different media

Outline

• Introduction
• Overview
• Objectives
• Reach, Frequency and Your Advertising Budget
• Influencing People
• Evaluating Frequency
• Reach: Cost Per Mil and Your Target Audience
• Is Your Ad Economically Justified?
• Comparative Media Costs
• Unique Media Characteristics
• Print Media
• Television and Radio
• Outdoor Advertising
• Banner Ads on the Internet
• Print Media
• Overview of Pricing
• Dealing with your Sales Representative
• Print Placement Strategies
• Does Size Matter?
• Is Color Worth It?
• Checkpoint I
• Broadcast Advertising
• How to Measure Audience Size
• TV Positioning Strategies
• Outdoor Advertising
• Basic Principals
• The Billboard Buy
• The Transit Buy
• Final Checkpoint