Transcript Creating Good Advertising

Marketing
Alexa
Cora
George
Kali
Shayn
Advertising
Creating Good Advertising
• Advertisers want
consumers to mainly
remember the brand
name.
• Good ads are what
truly sell products
• There are four
standard rules for
advertising.
• First attract
attention.
• Next gain interest.
• Then build desire.
• Finally gain interest.
Attract Attention
• Print advertisements
need a good
headline.
• Use headlines that
mention your brand.
• A good headline has
no more then 7
words.
• Broadcast ads use
the following to attract
attention:
• Sound
• Unusual visuals
• A funny moment
• An attractive person
• A famous celebrity
Gain Interest
• Print ads should be
simple and easy to
read.
• Avoid complex and
mixed fonts.
• Keep the message
clear and to the point.
• Get to the point right
away.
• New advertisers
should not attempt
humuor.
• Direct information
sales message.
Build Desire and Get Action
• Connect the sales
message to your
visual message.
• Always ask for the
sale.
• Summarize the
reasons to buy.
• Logo, brand name,
slogan, contact info.
• Print / broadcast ads
should repeat a
number or website.
• Retail advertisers
include store hours.
• Focus on buying now
not later.
Types of Advertising
• Publicity
• Media information
about a business.
• More believable then
ads.
• Controlled through
public relations
companies.
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Direct to home
Out of home
Internet
Broadcast
Magazines
Newspapers
Types of Advertising
Out of Home
•Any advertisement that the consumer
is supposed to see out of their home
•Shown on billboards, buses, subways
and transit shelters
Direct to Home
•
Any advertisement that comes to
your home
Internet
•Three types of internet advertising
Company websites, Banner, Email
Broadcast
•Go anywhere medium
•Extremely effective medium
•Very expensive
Magazine
Many advantages over newspapers
Comparing Types of
Advertisements
• Advertisers use 8 categories to compare
media and then they select the appropriate
one for their advertising
• The 8 categories are: Reach, Frequency,
Selectivity, Durability, Lead-Time,
Mechanical Requirements, Clutter and
Costs
Reach
• The number of people who are exposed to
the message. Ex. Super Bowl
Commercials
Frequency
• The number of times the audience will see or
hear the advertisement over a period of time.
It is required to pay for each placement to get
frequency. Ex. Billboards
Selectivity
• The ability of the medium to focus on
target audiences. Ex. Woman products on
more feminine T.V. shows. (lip gloss)
Durability
• How long the advertisement lasts. T.V.
shows have only 30 seconds while news
papers are all day and calendars are all
year.
Lead-Time
• How fast the ad can be ready to run. T.V.
ads could take a couple of months while
news papers a couple of days.
Mechanical Requirements
• How complex it is to prepare the ads for
the medium. Radio ads are simple while
T.V. and magazine ads are more difficult.
Clutter
• The competition to catch the audience’s
attention. Ex. The ad on page 2 of the
paper is competing with the ad on page 3
»
VS
Costs
• The accumulating costs of the
advertisements. For the preparations and
the space and time needed to put out the
advertisements
Market Research
Marketing Research
 Marketing research is the collection and
analysis of information that is relevant to
the marketing strategies.
Types of Marketing Research
• Consumer research – discovers what type of product people want
and it predicts the sales of that product
– researchers use the phone or personal surveys to find this information
• Marketing research – identifies certain groups of consumers who
would use a particular product or service
– marketers create profiles of each group using demographics and
psychographic studies
• Motivation research – examines emotional and rational motives that
influence your buying decisions
• Pricing Research – helps determine if the business can sell a
product for a competitive price and still make a product
– it also compares prices and how they affect the demand and sales of
products.
Types of Marketing Research Con’t
• Competitive research- looks for opportunities where
competition is weak, or where there is no competition
and then they examine what the competitors are doing.
• Product research – examines each product or service
and then it determines how these products or services
are impacting the market.
• Advertising research – provides information on the best
way to advertise a product to its costumers.
Primary and Secondary Research
• Marketing research uses primary data & secondary data.
• Secondary data is information that others have collected.
• Its found from websites, books, databases, indexes and
professionally prepared marketing research reports
• Primary data is current information that researchers
collect for a certain purpose.
• It is collected by test marketing<internal information’s
sources, surveys, observations, and focus groups
The Role and Impact of Marketing
Branding
• Creating an image
• A brand name is a
word or group of
words that a business
uses to distinguish its
products.
• A slogan is a short
catchy phrase that is
usually attached to
the companies name
and logo.
• Brand identification
occurs once all the
previous has been
met.
The Product Life Cycle
• The impact of marketing can be measured
in two ways. The most obvious way is with
sales analysis. Have sales increased?
Have we sold more than our competitors?
The other way is to measure a consumer’s
reaction to the brand. Good marketing
increases brand equity. Its all about getting
your brand recognized.
Product Information
• Product is usually introduced to the market
place through a launch, whether they do it
nationally or internationally, they do this to
get the product selling and for people to
know this product is being sold.
Growth
• Once early adaptors use a new product,
others soon try it and sales increase
rapidly.
Maturity
• At the maturity stage, growth is flat, it does
no increase or decrease.
Decline
• At some point, most products fail to attract
new customers to replace those who leave
to buy other brands
The Decision Point
• At the final stage of the product life cycle,
the decision point, marketers make very
important brand-management decisions.
Non-Traditional Product Lifestyles
There are 3 different types of NonTraditional Product Lifestyles
• Fads
• Niches
• Seasonal
Fads
• Popular for a short period of time
• Trends and fads are 2 different things
• Trends last longer and influence other
areas while fads are short and don’t
influence at all
• When a fad dies is dies quick and
company loses a lot of inventory
Fads Ex.
• Yo-yo’s
• Hula-hoops
Niches
• When a product has a short growth stage
and are able to be good but not financially
good
• by the time other companies make the
product, the original manufacturer already
distributed to many stores
Niches Ex.
• IPhone
Seasonal
• When a product can only have success
being sold in a certain time of year
• When a seasonal product comes out
(beach towels in the summer) it will not
sell as well in other seasons (the winter)
• Stores holding seasonal items cannot over
stock because when the next season
comes it will not sell
Seasonal Ex.
• Beach towels
• Snow boots
Marketing Concepts
Marketing Concepts
• You can divide
• The four p’s of
marketing into two
marketing are
major concepts: the
product, price, place
product concept and
and promotion, All
the market concept.
four elements must
Product concept
be combined properly
marketers can answer
to have an effective
questions about firm’s
campaign, when all
internal operations.
four parts are
assembled it is called
marketing mix.
Marketers
• Market concepts marketers work with the
external environment by examing both the
competitive market and the consumer
market.
Channels of Distribution
• Channels of distribution: the paths of the
ownership that goods follow as they pass
from the producer to the consumer. They
are the methods that a business uses to
sell and distribute its products. A product
channels of distribution (also known as a
distribution chain.) A marketer can use
three types of channels of distribution:
direct, indirect, and specialty channels.
The two C’s
• The two C’s of marketing are competition
and consumer
• The competitive market consists of all the
sellers of a specific product, and is
expressed most often in terms of the total
dollars spent annually on this product. The
most obvious competition among similar
products. All products compete for the
consumer’s money in some way.
Income
• Discretionary income is the income you
have that is not committed to paying for
basic necessitates. Disposable income is
the amount of income left after taxes have
been paid.
Competing
• market, or the types of consumers who
buy their products. These consumers can
be identified in at least two ways: by
demographics and by lifestyle.
Demographics
• Demographics is the study of obvious
characteristics that categorize human
beings. Businesses use demographics to
target specific consumers.
• For example age defines the type of stuff
people like, children want toys, teenagers
want electronics, adults like cars.