what you need to know to develop a plan!. steve patchen, score mentor [email protected] sarah...
TRANSCRIPT
What you need to know to develop a plan!
Advertising and Promotion in Santa Barbara
Advertising and Promotion in Santa Barbara
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
A/S Ratio (Advertising Age, by industry)
Task (Define by various objectives)
Unit (Auto industry)
Acquisition (cost) per sale
Size of Advertising & Promotion Budget
Demographics
Psychographics
Special interests
Residential zip codes
Characteristics of Your Audience
Media habits
For products…in-store display and shelf space
Direct marketing
Word of mouth
How to Reach Them Most Effectively and Economically
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
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
Internet
Sight and sound
Infomercial
Multi-media buy
Spokesperson
QVC/HSN
Best Media for Demonstrable Products and Services
Freelance vs. agency
Each has advantages and disadvantages
Be more productive with outside help
Outsourcing Your Advertising?
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
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)
USP Positioning Branding
Differentiate Your Business From The Competition
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