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What you need to know to develop a plan!
Advertising and Promotion in Santa Barbara
Advertising and Promotion in Santa Barbara
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Steve Patchen, Score [email protected]
Sarah Sinclair, Advertising Director, SB [email protected]
Kim Clark, Partner and VP of Business Development, [email protected]
Gabriele Huth, Account Executive, SB [email protected]
Presenters
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A/S Ratio (Advertising Age, by industry)
Task (Define by various objectives)
Unit (Auto industry)
Acquisition (cost) per sale
Size of Advertising & Promotion Budget
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Demographics
Psychographics
Special interests
Residential zip codes
Characteristics of Your Audience
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Media habits
For products…in-store display and shelf space
Direct marketing
Word of mouth
How to Reach Them Most Effectively and Economically
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Santa Barbara Independent Sarah Sinclair
Noozhawk Kim Clark
Santa Barbara News-Press Gabriele Huth
Go Viral with Google, Bing, Yelp, Facebook, LinkedIn, Craig's List
Santa Barbara’s Most Popular Media Choices
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Measure and adjust
Poll clients
Fine tune
“One-half the money I spend on advertising is wasted. The trouble is I don’t know which half.” Jon Wanamaker
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Internet
Sight and sound
Infomercial
Multi-media buy
Spokesperson
QVC/HSN
Best Media for Demonstrable Products and Services
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Freelance vs. agency
Each has advantages and disadvantages
Be more productive with outside help
Outsourcing Your Advertising?
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REACH: total number of different people or households exposed, at least once, to a medium during a given period
FREQUENCY: number of times this audience is exposed to an ad
RATINGS: percentage of total potential audience who choose a particular media vehicle over another. In broadcast media the number of households with their radio/tv tuned to a particular station/channel or program for a specified length of time divided by the total number of households that own radio/tv. Read more: http://www.businessdictionary.com/definition/rating.html#ixzz38Wp2IWTe
Advertising Terms
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SHARE: percentage of radio/tv turned to a particular station or channel during a given time period
IMPRESSIONS: number of audience exposed to a media schedule. On the web, basis on which advertising is sold; usually 10 ppg views or hits equals one impression
TRAFFIC COUNTS: study and analysis of the number and kinds of people passing by a particular location, determining the potential buying power in a given area
Advertising Terms (cont’d)
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USP Positioning Branding
Differentiate Your Business From The Competition
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Thank you for attending. We have SCORE mentors here
today waiting to assist you.
Upcoming SCORE Workshops
September: TBA
October 8: Social Media, presented by Masen Yaffee
President, New Directions in Computing