Transcript List two advantages for each

• • Define promotion. What does promotion
do?
•
Promotion is communication techniques
aimed at informing, influencing and
persuading customers to buy or use a
particular.
• Promotion involves communication about
the product or service.
•
List two advantages for each
• Advertising
I.
II.
Wide coverage.
Control of message.
• Personal selling
I.
II.
Selling on telephone.
Promotion on a person to person basis.
• Sales promotion
I.
II.
High customer attention.
Persuasive impact.
• Merchandising
I.
II.
Merchandising materials can stimulate
impulse purchases and higher per capita
spending.
Provides support for advertising
campaigns.
• Public relations
I.
II.
Public Relation is often considered a
highly credible form of promotion.
Public Relation’s key points of power
rests with helping to establish credibility
for a product, company, the minds of
targeted customer groups by capitalizing
on the influence of a third-party -- the
media.
• Sponsorship
I.
II.
Increase sales of their products.
Free clothing and equipment or
payment for wearing sponsor's
clothing and using their
equipment.
• Direct Marketing
I.
II.
Focus limited resources on
targeted promotion.
Relatively easy to measure
response & success.
•
What is branding? Why brand?
• The branding is the adoption of values, image,
awareness, recognition, quality, features,
benefits and the name for a product.
• Because the brand(company) success, up to the
famous and good public praise of it’s brand, so
it’s very important to design a unforgettable
logo, and the brand people will remember
clearly.
•
•
List 5 products that have been branded so well that we interchange the
brand with the product.
Nike (famous sports brand)
• McDonald’s (famous fast food
brand)
• BMW (famous car brand)
• Coco Cola (famous drink brand)
• Louis Vuitton (famous luxury
brand)
From the 7 types of advertising. Pick 3. Explain them and
provide examples (pictures or videos) for each
• 1. Persuasive advertising
• To encourage brand switching.
Brand new Apple iPod Touch 4g TV
Ad!
Apple NEW iPad 3
Apple iPhone 4S
2.
Pioneering advertising
To introduce new product.
2012 Mercedes Benz SLS AMG
Roadster commercial
• 3. Competitive advertising
•
To point out differential
advantages.
• Cartier winter Tale.
•
•
•
•
•
Mission – objects.
Money - to pay to the campaign.
Message- to be delivered.
Media- choice of advertising media.
Measure- measure the impact.
List 6 main advertising medias – provide 2 advantages
for each
• Two advantage for each:
• Print media: The ad can be targeted appearing in what kind
of magazine, that will decide what people see.
• Television: The ad show on TV, will be seen by every age
group. The ad’s show frequency is high.
• Radio: The ad show on radio aim at drivers, most ad like
insurance will show on radio.
• Cinema: Therefore the big screen of cinema, the audience
will remember the ad clearly.
• Outdoors: Ad show on bus, sign, it’s the method that most
people can see and it costs cheap than other.
• Internet: Easy to see. Easy to transmission.
List 6 main advertising medias – provide 2
disadvantage for each
• Print media: Limited influence. Difficult to
distinguish.
• Television: Easy to forget. Very expensive.
• Radio: Limited range. Lack of images.
• Cinema: Only the people in the cinema can see
the ad. It’s not public place.
• Outdoors: Difficult to target the market. An
inappropriate medium of some businesses.
• Internet: Not effective as stand-alone strategy
• Difficult to gauge impact
•
Find two good tv commercials on Youtube.
Explain why they are good
2012 It’s Halftime in America –
Chrysler
I think this ad is the best one. It’s a twominute tribute to America, with Clint
Eastwood as our gristled cheerleader. It’s
a great speech with even better delivery,
and the closing lines at the end are
inspiring.
2012 – Chevy Silverado
This ad is talking about the “End-of-theworld references mixed with jabs at your
competition…” The photography and
overall look and feel of the ad is amazing.
I love the music and the idea of this
advertisement, shows how Chevy
Silverado stronger.