advertising media final

7/31/2019 Advertising Media Final

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1

Communication by marketers

that informs, persuades, and

reminds potential buyers of aproduct in order to influence

an opinion or elicit / obtain a

response.



1

Promotional Mix

•Advertising•Public Relations•Personal Selling•Sales Promotion

Promotion Plan

Overall MarketingObjectives

Marketing Mix• Product

• Distribution

• Promotion

• Price

Target Market



Unique Features

Excellent Service

Low Prices

Rapid Delivery

High Product Quality

Features that provide Differential Advantage

1



2

Discuss the elements

of the promotional mix.



Combination of promotion

tools used to reach the target

market and fulfill

the organization’s

overall goals.

Advertising

Public Relations Personal Selling

Sales Promotion

2



Advertising

Elementsof thePromotionalMix

Public Relations

Personal Selling

Sales Promotion

2



1. Informative advertising:

To create awareness of the organization.

To explain the characteristics of the

organization. To correct false impressions about the

organization.

To reduce peoples’ apprehensions or fears

about visiting the organization. To build or enhance the organization’s image

or position.



2. Persuasive advertising:

To increase customer preference for the

organization’s services. To increase customer loyalty to the

organization.

To encourage customers to switch from using

a competitive organization. To convince customers to book at the

organization now or in the future.

To change customers’ perceptions.



Consumer advertising: aimed at the

customers who will actually use thehospitality and travel services being

promoted.

Trade advertising: aimed at the travel tradeintermediaries who will influence customers’

buying decisions.



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Media

When we think of “media”, we think of:



Media Goals

• Inform the public

• Monitor what’s happening around us



Media Outlets

• Press

• Radio

• Television

• Internet

• Posters

• Mobiles



This is normally the mostexpensive medium. It offersby far the widest coverage,

particularly at peak hours(roughly 7.00--10.30 p.m.)and especially of familyaudiences. it has the greatest

impact because of offeringsight, sound, movement andcolours.

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This industry is alsoknown as Out of HomeMedia. However, this

category is not limited toposters and billboards. Itmay involve the use ofmedia space in airports,

malls, convenience stores,etc.



Although the personalmobile phone is becoming

very attractive as animportant advertising mediato the network operators, itis relatively unproven and

therefore still remains in themedia buyers' sidelines.



Although the numbers in the

national audience are now

small, this may be the most

effective medium forextending coverage to the

younger age groups, since

the core audience is aged15-24.



This is a rapidly growingforce in marketing. It is veryvaried in form, but much ofit still follows the exampleof press advertising, but the

most effective usage .



Working with the Media

Each medium has specific

expectations:

• Television - access to the “action visual”

• Radio - immediate audio or an interview• Newspaper reporters - more detail and

background information



Audience Research

Think logically

Audience Research

Think logically



Finding out exactly the audience for a magazine or

newspaper, or who watches at a given time on

television, is a specialized form of market research,

which is often conducted on behalf of the media

owners.

Once you have done some initial research, all you

have to do is think logically about the four mainpoints:

1. How much money do I have to spend?

2. Which media will reach my target audience ?

3. What is the main focus and objective of this

campaign ?

4. What kind of message do I want to give out ?



MARKET ANALYSIS

ESTABLISHING MEDIA OBJECTIVES

DEVELOPING AND IMPLEMENTING

MEDIA STRATEGIES

EVALUATIO N AND FOLLOW -UP



MEDIA ADVANTAGES DISADVANTAGES

TELEVISION •MASS COVERAGE

•ATTENTION

GETTING

•IMPACT OF

SIGHT,SOUND AND

MOTION

•HIGH PRESTIGE

•LOW SELECTVITY

•HIGH ABSOLUTE

COST

•HIGH PRODUCTION

COST

RADIO •LOCAL COVERAGE

•LOW COST

•HIGH FREQUENCY

•FLEXIBLE

•LOW PRODUCTION

COSTS

•AUDIO ONLY

•FLEETING MESSAGE

•LOW ATTENTION

GETTING



MEDIA ADVANTAGES DISADVANTAGES

NEWSPAPER •HIGH COVERAGE•LOW COST

•READER CONTROLS

EXPOSURE

•SHORT LIFE•SELECTIVE READER

EXPOSURE

•LOW ATTENTION

GETTING

CAPABILITIES

DIRECT MAIL •NOT RESTRICTED

TO SMALL

COMPANIES

•ABILITY TO

SEGMENT THE

MARKET

•HIGH INFORMATION

CONTENT

•POOR IMAGE(JUNK

MAIL)

•HIGH

COST/CONTACT

advertising media final

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