ADVERTISINGAdvertising includes pri

ADVERTISING
Advertising includes print and electronic media, transportation media (such
as bus and rail), advertising specialties (calendars, key rings, coffee mugs, and
other products), and outdoor media (billboards). Larger events may use many
of these media resources, while smaller events may carefully target their message
to one or two media.
Print advertising is not limited to magazines and newspapers. It may also
include membership directories, inserts in local newspapers, flyers (sometimes
called one sheets), posters, church and synagogue newsletters, brochures,
and virtually any printed media. When analyzing your print advertising needs,
make certain that you test your advertising product in advance with a small
distribution to test its effectiveness. Specialists in direct mail recommend that
you use a split-test approach. This requires that you mail one type of advertising
printed matter to one group and a different type to another to test the
best response from both types. Varying items such as the color of the ink, copy,
type, and weight of the paper, or other decisions, may produce different results.
Test your print advertising using focus groups to make certain that your
event product is well positioned for success.
Classic advertising terms such as free, discount, now, sale, and new may
help you influence the consumer to invest in your event. Clever graphics, endorsements,
testimonials, and other credibility-building devices will help differentiate
your event product from others.
Electronic media include radio, television, the Internet, and any form of
advertising that involves electronic delivery. Radio advertising is typically
282 Chapter 10 ADVERTISING, PUBLIC RELATIONS, PROMTIONS, AND SPONSORSHIP
1247.ch10 8/16/04 4:35 PM Page 282
used to remind the listener about the event, whereas television is used to build
excitement. The Internet is an excellent means with which to reach upscale
consumers and those who are interested in science, technology, and travel. Before
you select electronic media as a means to advertise your event, examine
all potential media outlets.
Within television media, you may elect to cast your event broadly through
major networks or narrowly cast by selecting a finely targeted cable station.
For example, if you are promoting an arts-related event, you may select a cable
station with arts programming. These decisions may require the assistance
of experts in media buying or from an advertising agency specializing in radio
or television media.
Transportation media require that you place your message on buses, subways,
and other forms of transportation. Usually, these media are aimed at a
very wide market and have proven effective for circuses, fairs, festivals, and
other events that require large attendance from diverse groups.
Advertising specialties are those items that are usually given away or offered
as a premium, as an incentive to purchase a product or service. Advertising
specialties include thousands of products; however, the most typical are
calendars, refrigerator magnets, coffee mugs, writing instruments, and key
chains. In recent years, clothing has become popular as an advertising specialty,
and some event organizers give away clothing to the media and other
key constituent groups and sell the rest at souvenir stands. Once again, research
this purchase carefully to ensure that the recipient values the item and
will use it. Prolonged use will serve as reminders of your event.
Outdoor advertising was, at one time, one of the major forms of advertising
in the United States. However, during the late 1960s, many billboards were
banned in a “beautify America” campaign. Still, the outdoor billboard is an
excellent way to reach large numbers of potential event participants for an extended
period of time.
Regardless of the type of advertising media you select, make certain that
you first conduct market research followed by tests to determine actual response.
Once you have found a medium that effectively reaches your target
market, use repetition to build reinforcement and retention. Finally, measure
all responses to develop history and determine where your advertising dollar
will pull best for each event.

Kết quả (Việt) 1:

QUẢNG CÁOBao gồm quảng cáo in ấn và điện tử truyền thông, phương tiện truyền thông giao thông vận tải (như vậynhư xe buýt và đường sắt), quảng cáo đặc sản (lịch, vòng chìa khóa, cốc cà phê, vàsản phẩm khác), và phương tiện truyền thông hồ (bảng). Sự kiện lớn hơn có thể sử dụng nhiềuCác phương tiện truyền thông các nguồn tài nguyên, trong khi sự kiện nhỏ hơn một cách cẩn thận có thể nhắm mục tiêu thông điệp của họphương tiện truyền thông một hoặc hai.Quảng cáo in ấn là không giới hạn của tạp chí và báo chí. Nó cũng có thểbao gồm thư mục thành viên, chèn trong tờ báo địa phương, tờ rơi (đôi khigọi là một tấm), áp phích, bản tin nhà thờ và synagogue, tài liệu quảng cáo,và hầu như bất kỳ in phương tiện truyền thông. Khi bạn in quảng cáo nhu cầu, phân tíchchắc chắn rằng bạn kiểm tra của bạn sản phẩm quảng cáo trước với một nhỏphân phối để kiểm tra hiệu quả của nó. Các chuyên gia trong thư trực tiếp đề nghị màbạn sử dụng một cách tiếp cận phần tách thử nghiệm. Điều này đòi hỏi rằng bạn gửi một loại quảng cáoCác ấn bản để một nhóm và một loại khác nhau khác để kiểm tra cácphản ứng tốt nhất từ cả hai loại. Mục khác nhau chẳng hạn như màu sắc của mực in, sao chép,loại, và trọng lượng của giấy, hoặc quyết định khác, có thể tạo ra kết quả khác nhau.Kiểm tra quảng cáo in của bạn bằng cách sử dụng nhóm tập trung để làm cho chắc chắn rằng của bạnsản phẩm sự kiện cũng được định vị cho sự thành công.Cổ điển quảng cáo điều khoản như miễn phí, giảm giá, bây giờ, bán, và mới có thểgiúp bạn ảnh hưởng đến người tiêu dùng để đầu tư vào sự kiện của bạn. Đồ họa thông minh, xác nhận,ý kiến đánh giá, và các thiết bị xây dựng sự tin cậy sẽ giúp phân biệtyour event product from others.Electronic media include radio, television, the Internet, and any form ofadvertising that involves electronic delivery. Radio advertising is typically282 Chapter 10 ADVERTISING, PUBLIC RELATIONS, PROMTIONS, AND SPONSORSHIP1247.ch10 8/16/04 4:35 PM Page 282used to remind the listener about the event, whereas television is used to buildexcitement. The Internet is an excellent means with which to reach upscaleconsumers and those who are interested in science, technology, and travel. Beforeyou select electronic media as a means to advertise your event, examineall potential media outlets.Within television media, you may elect to cast your event broadly throughmajor networks or narrowly cast by selecting a finely targeted cable station.For example, if you are promoting an arts-related event, you may select a cablestation with arts programming. These decisions may require the assistanceof experts in media buying or from an advertising agency specializing in radioor television media.Transportation media require that you place your message on buses, subways,and other forms of transportation. Usually, these media are aimed at avery wide market and have proven effective for circuses, fairs, festivals, andother events that require large attendance from diverse groups.Advertising specialties are those items that are usually given away or offeredas a premium, as an incentive to purchase a product or service. Advertisingspecialties include thousands of products; however, the most typical are
calendars, refrigerator magnets, coffee mugs, writing instruments, and key
chains. In recent years, clothing has become popular as an advertising specialty,
and some event organizers give away clothing to the media and other
key constituent groups and sell the rest at souvenir stands. Once again, research
this purchase carefully to ensure that the recipient values the item and
will use it. Prolonged use will serve as reminders of your event.
Outdoor advertising was, at one time, one of the major forms of advertising
in the United States. However, during the late 1960s, many billboards were
banned in a “beautify America” campaign. Still, the outdoor billboard is an
excellent way to reach large numbers of potential event participants for an extended
period of time.
Regardless of the type of advertising media you select, make certain that
you first conduct market research followed by tests to determine actual response.
Once you have found a medium that effectively reaches your target
market, use repetition to build reinforcement and retention. Finally, measure
all responses to develop history and determine where your advertising dollar
will pull best for each event.