advertising & promotion. unit objectives objectives: understand the difference between...
TRANSCRIPT
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 optionsCons: 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 MEDIUMPros: Targeted to specific markets Repeat frequently Creative freedomCons: COST!!! Commercials are brief, repetition is
necessary Remote controlSuper 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