Transcript Advertising Promotion

ADVERTISING & PROMOTION
UNIT OBJECTIVES
 Objectives:
 Understand the difference between advertising and
promotion
 Understand the various components of advertising and
promotion
 Understand the value of advertising and promotion
WHAT IS ADVERTISING?
Paid public announcement to persuade you to buy
an item or service.
NEWSPAPER: LOCAL NEWSPAPERS
TARGET A PRECISE GEOGRAPHIC
AREA
Pros:
Newspapers are produced and delivered every day
Low cost in comparison to other media options
Cons:
Consumers discard the paper after reading, Creative limits
due to black/white publication
MAGAZINES: TARGET CONSUMER
INTEREST (SPORTS, FASHION,
HOBBIES)
Pros:
 Target a specific segment
 Creative flexibility
 Longer life than a newspaper
Cons:
 Costly
 Requires lead time of 2-3 months
RADIO:
Pros:
 Low cost in comparison to TV & Magazine
 Reach consumers in their car, at work and at home
Cons:
 Listeners do not always listen to background noise
 Change stations
TELEVISION: BEST ADVERTISING
MEDIUM
Pros:
 Targeted to specific markets
 Repeat frequently
 Creative freedom
Cons:
 COST!!!
 Commercials are brief, repetition is necessary
 Remote control
Super Bowl Ads
YELLOW PAGES:
CONSUMERS ARE READY TO PURCHASE
WHEN THE LOOK UP YOUR NUMBER.
ONLINE
 Banner Ads www.ESPN.com
 Personal Emails
 Company/Team Websites
 www.nfl.com
 Excellent advertising medium to reach teens
OUTDOOR ADVERTISING:
 Signs on buildings
 Billboards use color, lighting and special effects to create an image
 Walls, benches and vehicles
POINT-OF-PURCHASE DISPLAYS:
 Signs, banners, display racks in stores close to the product being sold.
 Effective POP displays are located in high traffic areas.
 Window displays are effective POP advertising
SPONSORSHIP:
 Event sponsorship - a business helps fund an event in exchange for
displaying a brand name, logo or advertising message at the event.
SALES PROMOTIONS – USE OF INCENTIVES TO
INCREASE THE BRAND VALUE FOR
CONSUMERS.
 Sales promotions cause immediate purchases, rather than a long-term change of
behavior
METHODS OF SALES PROMOTIONS:
 Coupons – a reduction in price for a buyer
 Causes a consumer to change brand loyalties or buy the product again
 Flexibility
 Premiums – Items that are free or cost less with the purchase of another
item.
 Ex: Cereal & toy
SALES PROMOTIONS
 Contests: When consumers use a skill to compete for a prize.
 Sweepstakes: Winners are determined by chance
 McDonalds & Monopoly
SALES PROMOTIONS
 Sampling: Small samples of food purchases intended to persuade consumers to buy
the product
 Rebates: Money-back offer from the manufacturer to consumer.
 Technological products
SALES PROMOTIONS
 Frequency: Regular buyers are rewarded with special deals or offers
 Ex: Incentive cards
 Season Ticket Holders
DIRECT MARKETING: INTERACTIVE METHOD
OF MARKETING DESIGNED TO GENERATE A
MEASURABLE RESPONSE OR TRANSACTION.
 Direct Mail (coupons/samples)
 Telemarketing
 Magazine/Newspaper Inserts
 Flyers