Chapter 9: Advertising, Promotion, and Sales
E-ACTIVITY: ADVERTISING MEDIA (p. 357)
Activity: Analyse Advertising Spending
Marketers usually have a budget for spending on their total marketing
mix. They have to decide how much to spend on advertising and which media
to use. In this activity, you will investigate the advertising spending
of the top North American advertisers and the amount of money that each
spent last year.
- Who do you think the top five national advertisers in North America
were last year? Take a guess and list their names down the left side
of your page. Beside each of the companies you have listed, indicate
which two of the following you think they would have spent the most
on: magazines, newspapers, television, radio, out-of-home, the Internet,
and specialty advertising.
- Now visit Adage.com
and find out how well you did. How many of the top five companies were
on your list? Check the amount spent on each of the media for the companies
on your list. If you guessed television as the highest amount, you were
probably correct. Were there any surprises? Were there companies that
you expected, but didn't see?
- Which companies in the top five increased their expenditures on advertising
in 2001 over 2000 figures? Which companies reduced their expenditures?
Where did your favourite company place?
- Focusing on the top five national advertisers, figure out percentages
and create pie charts for three of the companies. Each chart should
show the percentage of the total "Measured Media" amount the
company spent on the various media. Use spreadsheet or graphing software
to complete this task.
- Write a summary paragraph that states your findings. Include the
most popular media and why. What media is not used as much as you anticipated?