Marketing and Marketing and AdvertisingAdvertising

Irvin PeDro CohenIrvin PeDro Cohen

Consultant for 1Consultant for 1stst and 25 and 25

ObjectivesObjectives• Discuss who our Discuss who our

clients areclients are• Marketing Marketing

approachesapproaches• Our message to Our message to

our clientsour clients• Advertising Advertising

mediumsmediums

Understanding Your Understanding Your ConsumerConsumer

GeographyLifestyleFamily

IncomeSexAge

Understanding Your Understanding Your Consumer Cont.Consumer Cont.

AccessLocations

ServicePrice

Marketing WarfareMarketing Warfare• Defensive Defensive

ApproachApproach– US Post OfficeUS Post Office– Bell SouthBell South– WalmartWalmart– ConverseConverse

Marketing WarfareMarketing Warfare• Defensive Defensive

ApproachApproach• Offensive Offensive

ApproachApproach– UPSUPS– TargetTarget– NikeNike

Marketing WarfareMarketing Warfare• DefensiveDefensive• OffensiveOffensive• GuerillaGuerilla

– Airborne ExpressAirborne Express– Big LotsBig Lots– No LimitNo Limit– Jay Z/Russel Jay Z/Russel

Simmons/PuffySimmons/Puffy

Marketing WarfareMarketing Warfare• DefensiveDefensive• OffensiveOffensive• GuerillaGuerilla• FlankerFlanker

– Dollar StoreDollar Store– Every Mom and Every Mom and

Pop ShopPop Shop

What is the Message What is the Message You Want to ConveyYou Want to Convey

•Why are you the obvious choice

SafetySelection

QualityPrice

How Do You Get Get How Do You Get Get Your Message OutYour Message Out

•Ways to market your product

Word Of Mouth

InternetDirect Mail

NewspaperRadioTV

Pros of TelevisionPros of Television• Television (Cable or Television (Cable or

Network)Network)– In most US homes In most US homes

there is at least onethere is at least one– The most creative The most creative

mediummedium– Extensive offerings Extensive offerings

(ESPN, Lifetime, (ESPN, Lifetime, MTV and BET)MTV and BET)

Pros of InternetPros of Internet• Internet Internet

AdvertisingAdvertising– Everyone has Everyone has

access to computersaccess to computers– Relatively cheap in Relatively cheap in

terms of entry pointterms of entry point– Meeting consumers Meeting consumers

at the height of at the height of buying decisionbuying decision

– Typically a higher Typically a higher end consumerend consumer

Cons of InternetCons of Internet• Internet Internet

AdvertisingAdvertising– Access to Access to

technologytechnology– Crowded Crowded

marketplacemarketplace– No ability to No ability to

differentiate your differentiate your product from product from competitioncompetition