Web-Based Print Media and Outdoor Advertising Techniques Term Paper

Excerpt from Term Paper :

Web-based, print, media, and outdoor advertising techniques can be used for successful marketing. It also details the principles of marketing, along with its definition to establish a clear understanding of the subject at start. From the viewers' as well as marketer's perspective, the paper also gives the importance of different communication media, their impact, background, statistical findings, analytical comparison and their effectiveness in relative terms of advertising costs and audience exposure. In conclusion, the examples of non-profit and profit-based organizations are studied and noted for their advertising strategies.

Marketing Definitions

Marketing Principles





Marketing Principles Summary

External / Uncontrollable

Internal / Controllable

Marketing on the Web

Paid Advertising Strategies

Test Areas to Check ROI

Media Advertising

Radio and Television Advertising

Outdoor Advertising

The Outdoor Advertising History 9

The Evolution in Outdoor Advertising 9

Growth in Viewers' Exposure 10

Print Advertising 11

Cases in Point 12

Non-Profit Social Organization 12

Profit-Based Organization 13



Marketing: A Review of Successful Marketing Techniques

Marketing Definitions

According to Tim Cohn's Definition of Marketing:

My definition of marketing is to find out what your customers want and then give it to them."

Peter Drucker's definition of marketing is:

Marketing and innovation are the two chief functions of business. You get paid for creating a customer, which is marketing. And you get paid for creating a new dimension of performance, which is innovation. Everything else is a cost center (Tim, 2002)."

The classic book Basic Marketing written by E. Jerome McCarthy originally defined the 4 Ps of Marketing or in other words the four Principles of Marketing. These four Principles of Marketing can be considered as a good start for developing a marketing plan.

Marketing Principles

Marketing Principles #1


Product lines or services and Individual goods.

Strategy: This principle of product is one of the most important parts of any business. Therefore, for a success of any product or service, the strategy offered to the buyer should be clear, different and non-arguable (Tim, 2002).

Supply and demand is the judge and jury.

Tactics: This tactics of a product includes features, service, directions, guarantee, accessories, installation, packaging, and brand names (Tim, 2002).

Marketing Principles #2

Place (Distribution Channels)

The product or service given to the customer.

Strategy: It is a saying; location, location, and location hold true for any upcoming products more than any other type of product. If the product is unknown to the customer that it even exists then how can they buy it? Thus, the product placement and location should be made in order to make sure that the customers know the product (Tim, 2002).

Tactics: The product placement can be made by means of channels, warehousing, fulfillment, distribution systems, shipping, middlemen and transportation (Tim, 2002).

Marketing Principles #3


Strategy: Price is another important principle in making a marketing business plan where price meets it own demand. It acts as a function of the degree of advancement and novelty found in the product. Therefore, the better and more innovative the product, the more value it adds in setting its price (Tim, 2002).

Tactics: in order to set a price for a product, it should always serves the customer well as maximizes the profits to the company. This includes flexibility in price, discounts, the level of pricing, introductory pricing, geographic terms and allowances (Tim, 2002).

Marketing Principles #4

4. Promotion

Communication with the customer

Strategy: The word communication can be defined as: Message sent, received and acted upon. If the product has been designed in accordance to the desires and needs of customer, then the process of communication is vital and for getting a customer to pay for the product is beforehand known as well as replicated in the media that has been used in order to communicate them (Tim, 2002).

Tactics: The tactics includes in this principle are media selection, personal selling, advertising, sales promotion, sales personnel, mass selling and copywriting (Tim, 2002).

Marketing Principles Summary lot of effort to understand and characterize the market is needed in order to make a marketing plan, along with the customer and the environment in which one is conducting business (Tim, 2002). The four main marketing principles are the convenient component of any marketing plan. However, one may also look into the external factors vs. internal factors of the plan:

External / Uncontrollable

There are few elements that are included in the economic environment such as the confidence of consumer, government regulations thought up by ones' favorite legislator, advance and new technologies that may put in jeopardy to oust your own product or business, the sudden competitors that may appear on the horizon, level of unemployment and changing consumer preferences. All these elements are not uncontrollable (Tim, 2002).

Internal / Controllable

On the other hand the four marketing principles that signify elements of marketing strategy can be controlled. However, they depend upon known factors such as budget, personnel, creativity, etc. making it ones' responsibility to influence as well as control them (Tim, 2002).

Marketing on the Web

Paid Advertising Strategies

In order for a business to grow more rapidly through the Internet, then one must need to pay for increased traffic. Advertising is sold in one of three ways (Wilson, 2002):

Traditional CPM (cost per thousand views),

Pay per click (PPC), and Pay per action, also known as an affiliate program.

Test Areas to Check ROI

Furthermore, in order to determine the response, firstly do some small tests and calculate return on investment (ROI) before spending large amounts. Some of the methods are (Wilson, 2002):

Buy Ads on Appropriate Websites. Although many visitors do not give an eye to banner ads, and mostly ignore them. Thus, click-through rates are mostly a dull from 0.1% to 0.3%. However, one can buy some low-cost banner ads as part of a broader ad buy (Wilson, 2002).

Buy a Text Ad in an E-Mail Newsletter. Few of the best buys are small text ads given in e-mail newsletters at the targeted audiences who might be interested in those products or services (Wilson, 2002). However, there are a number of small publishers who are not experienced about advertising and offer attractive rates. For instance, Wilson web.com offer low-priced 2-Line Ads in Doctor Ebiz every week (Wilson, 2002).

Buy Pay Per Click (PPC) ads on Overture.com (www.overture.com, formerly GoTo.com) and Google Ad Words. The ads given at the top appear as featured links at the top of search engine resulting in many search engines. The ranking is then revealed by means of biding done for a particular search word compared to other businesses (Wilson, 2002). Though, this can be a cost-effective method to get the targeted traffic, as one only pay when some customer or visitor clicks on the link (Wilson, 2002).

Media Advertising

Radio and Television Advertising

There are many new advertisers who think that they should start advertising on radio and "move up" sometime later to television. However, one may consider this method of advertising since the road seems mostly smoother when it is taken in the other direction. However, as compared to radio, television can generally produce more immediate calls as well as instant prospects, which is what the new advertisers particularly those with a limited budget need more (Gary, 2002).

Thus, when television produces new business for a short time, then later radio can be further added to reach new prospects. However, it is not easy to get that kind of instant and continuing response from radio. This might be perhaps because most radio listening is in car and so people who hear the commercials and decide to call later forgets (Gary, 2002). Furthermore, radio advertising is expensive. For instance, in the Austin market, one has to pay maximum for a spot on one of the top five radio stations as compare in buying three or four daytime television slots (Gary, 2002).

Additionally, television has one very important advantage over radio and which is, every person watching television has instantaneous access to a phone, paper and pencil. Thus, the prospects call while still remembering the message as well as the phone number or, they may write the number down and call later. In contrast, radio also work very well, or seems to work for many advertisers, otherwise the rates for radio advertising would not be so high (Gary, 2002).

Moreover, if there has been a frequent use of television, then advertising on radio may be another way to reach those new prospects that might not have heard or known about you. Also, radio can be more important and helpful for advertisers for whom the television reach is much too general (Gary, 2002).

However, generally, one has to wait for a longer period for the response to come in rather than if one has is using the television as its advertising mean and may get an "immediate response" as soon as it reaches to the prospects (Gary,2002). In addition, radio works more well for those advertisers who want to become part of…

Online Sources Used in Document:

Cite This Term Paper:

"Web-Based Print Media And Outdoor Advertising Techniques" (2003, January 31) Retrieved January 19, 2018, from

"Web-Based Print Media And Outdoor Advertising Techniques" 31 January 2003. Web.19 January. 2018. <

"Web-Based Print Media And Outdoor Advertising Techniques", 31 January 2003, Accessed.19 January. 2018,