Promotion• How will customers be made

aware that the product or service is available?

• Which of the following promotional activities will be best: – Advertising? – personal selling? – Publicity? – sales promotion? – e-marketing?

Choosing Media

DEPENDS ON:1) Audience (target market) you want to reach 2) # of people to see advertising 3) $$$’s in budget 4) How media matches with:

Product/service Target market

TELEVISIONAdvantages: • Can reach a lot of people• Most people have a TV• Visuals and audio can be very powerful• Can target specific groups

– (eg. Middle aged, married men with children who like

sports, women and beer- air ads during football games)

Disadvantages: • Expensive

RADIO

RADIOAdvantages: • Cheap• Can target specific audiences depending on time of day

and station (eg. 102.1 Edge 20-35 year old new rockers living in Toronto and GTA)

• CommutersDisadvantages:• Satellite radio• iPod in cars use (less popular)• Less likely to remember• Limited ability to use media

(no visuals)

MAGAZINESAdvantages:• Very specific demographics (eg. Seventeen Magazine-

teenage girls interested in fashion, makeup and boys)• Visuals can be powerful• Magazines can be reread• Cheaper than TV commercial

Disadvantages: • Limited audience• Often overlooked

NEWSPAPERAdvantages:• Extremely cheap• Wide readership for a certain geographic area

(Toronto Star)

Disadvantages• Limited colour options• Lots of competing ads• Daily so usually gets thrown out• Internet newspapers

INTERNET BANNERSAdvantages:• Can target specific demographic (Eg. Website

for dog lovers- new dog product banner)• Can be customized to fit consumers

specifically by using Spyware• Can be added to any page

Disadvantages:• Can get expensive for companies if

the banner is being accessed often

OUTDOOR (billboards,transit)Advantages:• Access to lots of people if placed in the right area.

Disadvantages:• Cannot target a specific group• Expensive to create and maintain.• Competing for attention

DIRECT MAILAdvantages:• Cheap• Can include a lot of information

Disadvantages:• Lots goes right to the trash• Very low level of return

BLOGGINGAdvantages:• Can have subscribers• Reach customers without being too

obvious• Potential to reach a lot of people• cheap

Disadvantages:• Can be seen as trick advertising• Only reaching those who visit

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