Advertisingisthemost

Advertisingisonly

ItdoesNOT

Advertisingtriesto

Advertisingismostimportant
forproductsandservicesthat
are:

GoalsofAdvertising:

Bothindustrialandnon
industrialconsumersneed

Advertisinginformsabout

Positioningstatements

Visualmarketingactivity

Onepartofmarketing

Affecteverypurchasewemake

Influenceconsumerchoice

identical
massmarketed(manyplaces)
easytodescribe
lowpriced
new
heavilycompetitive

brandawarenessandpositioning
brandtrial
brandpreference
brandreminder
brandrepositioning

Toknowaboutitbeforetheycanbuyit

name
availability
benefits
appearance
orderinginformation

Pointoutthedifferencesamong
competitors


BrandTrialassumption:

Manybrandtrialadsinclude

Brandpreferencefocuseson
the(alsofromchapter1)

Whydotheyinclude
statementslikemost
popularandnumber1

Endorsement

Celebritieswillendorse

Brandreminderusedwhen

Brandrepositioning

Brandrepositioningoften
neededinthisstageofthe
PLC

Dangerinrepositioning

Ifonetriesitandlikesit,theyllbuyit

Acouponorsamples

ValueEquation

Peoplearesheep

Statementbyarecognizedcelebritythat
theyusethebrand

Almostanyproduct

Olderbrandsareattackedbynew
competitors

Marketerslookfornewtarget
consumers

Decision

Alienatetheoldtargetmarket

CreatingtheMessage
Advertisingisaformof

Communicationmodel

Intent(goals)

Communication

intent
message
media
reception
action

brandawarenessandpositioning
brandtrial
brandpreference
brandreminder
brandrepositioning

Theadvertisingagency

Oftenthecompanyitselfdoes
notcreatetheadvertising;who
does

Adagenciesdothefollowing
1.buymedia
2.create
3.place
4.monitoreffectiveness

Initially,newspapersand
Salesoftheperiodical
magazinesreceivedrevenue
onlyfrom

Adagenciesboughtadvertising 85%
forhowmuch%ofprice

Regularcompaniesbought
100%

advertisingforhowmuch%of
theprice

Thusadagenciesmademoney
from

Thereforebusinessespaidthe
sameforadvertisingspace
whetherithadused

Todayclientspayfor

Message:intenttomessage

UniqueSellingProposition

Bigidea

SWOT

Advertisingappeals

Thesavingsintheircostsofads

Anagencyofnot

1.space
2.time
3.Creativity

1.finduniquesellingproposition
2.selectanappealforTarget
Market
3.createmessagefortheselected
media

Featureorbenefitthatcannotbe
duplicated

MessagethatwillcommunicateUSPto
T.M.

1.Strength
2.Weakness
3.opportunities
4.Threats

1.biological


Biological

Emotional

Rational:Focuseson

Stresses:

Rationalappealmostlikelyto
use

SocialAppeals:Focuseson

Examples

Socialappealwilloftensetup

2.emotional
3.rational
4.social

Healthandsecurity:lowerlevelneeds

Promises:
1.love
2.fun
3.adventure
4.romance

Reasoningabilities

1.convenience
2.costsavings
3.safety
4.warranties
5.easeofpurchase

Valueequationtoproveworth

Thewaysocialpressuresinfluence
consumerbehaviour

1.beauty
2.bodyshape
3.socialbehaviour

Negativesituation

SelectingtheMedia

Amedium

FactorstodetermineMedium

Carriesamessagetoanaudience

reach
frequency
selectivity
durability
leadtime
mechanicalrequirements
clutter
costs

Reach
Numberofpeoplewhoareexposed

Mostmediasettheirprices
Basedontheircirculationoraudience

Frequency
Numberoftimesmessagewillbe
seenorheard

Frequencyandreachcombineto Numberoftimesmessagewasseenor
tellyou:
heard

Selectivity
Abilityofthemediumtofocusona
targetmarket

Durability
Lengthoftimeanadvertisementlasts

Leadtime
Theamountoftimerequiredtocreate
anad

Mechanicalrequirements
Technicalcomplexityofpreparingthe


Clutter

InternalClutter

ExternalClutter

Costs

Costsperthousands

ads.
Canaffectcosts

Competitionfortheaudiences
attention

Competitionwithinthesamearea,or
medium

Competitionoccurringinthereal
worldwhiletheaudienceis
viewing/reading/listening

Costsofpreparationplusspace/time

Howmuchmoneyitcoststoreach
1000people

TypesofMedia

Magazines

Ofthe8factorslistedinsection9.3,
magazinesrateveryhighon:
Selectivity,
durability
Onthenegativeside
Leadtime
costs
clutter

5mainpartsofgoodmagazine headline
ad
illustration


Headline

Illustrationsshould

Bodycopy

Signature

Layout

Newspapers

Newspapersofferawide
varietyof

Whyisthisgood?

Otheradvantages

Disadvantages

bodycopy
signature
layout

Largesttype,lessthan7words

Continuethethoughtstatedinthe
headline

Nottoomuchunlessverywelldone

Brandidentification:
logo
slogan
package
brandname

Thestructureofthead

Excellentfor:localadvertisers

Adsizes

Mostadvertiserscanaffordthem

leadtime
mechanicalrequirements

durability
clutter

Televisionisavery

Why?

TVspowercomes

Televisionadvertisingis:

Whyisitexpensive?

Disadvantages

AIDA

Radiois

Radiohasagood

Advantages

Disadvantages

Versatilemedium

Local,regional,nationaland
international

Intheabilitytocombinesightand
sound

effective
expensive

Production

cost
selectivity
clutter
durability

attracttheconsumersattention
interest
desire
action

Everywhere

Localreach

Leadtime
mechanicalrequirements
selectivity

costs


Outofhome

Advantages

Disadvantages

Directtohomeoftencalled:

2Types:

Targetedcampaigns

Aggregatecampaigns

Advantages

Disadvantages

frequency
durability
clutter

Billboards
bus
subway

Frequency
reach
clutter

selectivity
mechanicalrequirements
cost

JunkMail

Targetedcampaigns
Aggregatecampaigns

Usesinformationtolocatepotential
customers

Uselocaldistributioncompaniesor
telemarketerstosaturateanarea

reach
costs

selectivity
clutter


TheInternet

WebSites

SearchEngines

Examples:

Howtheywork:

However

3Majortypes:
websites
adsonothersites
emailadvertising

wwwcanbeadvertisedinseveral
ways
yellowpages
otherads
searchengines

Websitesthatreturnlistswhen
promptedbypeoplelookingfor
specificinformation

google
yahoo
ask
msn

Thecompanyonthetopofthelist
pays1centmoreperhitthanthe
companyinnumber2spot

Iftherearenocompetitorsforyour
productorservice,awellconstructed
sitewillbefoundbycertainsearch
enginessuchasGoogle.(seeBetatags
inyourFrontPagenotes)

Advantages

Creativeuseofpermission
basedemail

SpecialtyAdvertising

Companyputsbrand
identificationon:

Advantages(9.3)

Disadvantages

selectivity
inexpensive
mechanicalrequirements
durability
frequency

Thattargetsacustomerdatabaseisthe
bestwaytoreachinterestedconsumers

Alsoknownaspremiumandincentive
marketing

matchbooks
golfcaps
shirts
penswatches
toys

durability
selectivity
mechanicalrequirements
costs

leadtime
reach
work?

Withtheadventoftheadserver,marketingthroughtheInternet
openednewfrontiersforadvertisersandcontributedtothe"dot

com"boomofthe1990s.Entirecorporationsoperatedsolelyon
advertisingrevenue,offeringeverythingfromcouponstofree
Internetaccess.Attheturnofthe21stcentury,anumberof
websitesincludingthesearchengineGoogle,startedachangein
onlineadvertisingbyemphasizingcontextuallyrelevant,
unobtrusiveadsintendedtohelp,ratherthaninundate,users.This
hasledtoaplethoraofsimilareffortsandanincreasingtrendof
interactiveadvertising.

Theincrediblylargenumberofwebsitesandtheabilitytouse
searchengineslikeGoogle,hasmadeitincreasinglydifficult
forretailerstodecidewheretospendtheiradvertisingdollars.
TraditionalMediaasoutlinedaboveisunderseriousattack
andarelosingalotofadvertisingrevenuetoonline
advertisers.
Publicity
Publicity
FreeMediacoverage+or

Negativepublicity
Candamagesales

Publicrelationscompanies
Coordinatesmediarelations,lobbies
governmentandmanagescrises.

DatabaseisPRmanagers
Mostvaluabletool

Databasecontains
Namesofwriters,editors,producers,
photographersandeveryoneimportantin
themedia

Pressreleases
Printreadystoriesabout+thingsabout
theirclients

Presskit

Pressconference

PressJunket

Lobbyist

Whenthingsgowrong

SalesPromotion

SalesPromotion

Salespromotionaddsvalue

Promotionsaretargetedto:

BusinessesUsepromotions
for:

Pictures,bios,tvclipsotherfacts

Interview,wheremediacanaskquestions

AllexpensepaidtriporganizedbyPR
firmstotakemediapeopletoaPRevent

Trytoconvincepoliticianstosupport
theirsidewhenvotingonlegislation
whichaffectsbusiness.

PRfirmsprovidedamagecontrol.

Nonpersonalactivitiesthatmarketers
usetotrytoboostsalesoveraspecific
periodoftime

Byreducingpriceoraddingareward

consumers
distributors

buildtrafficinastoreortradeshow
createextrainterestinproduct,during
competitiveortoughperiod
motivatestaff
introducenewproduct
clearoldstock


TypesofPromotions:

Contests&sweepstakes

Differencebetweenthe2

Canadianlawprohibit

Loopholes

Contestsandsweepstakes
helpcompanies

Refund

Rebate

Rebatescanbeusedto

Couponis

Sources

Contests&sweepstakes
Refundsandrebates
coupons
premiumsandselfliquidators
samples
specialsales
POPdisplays

Awardaprizetoaselectedparticipant

Contestrequiresskill,sweepstakesis
randomonly

Sweepstakes

Skilltestingquestion
opportunitytoenterwithoutbuying

Createmailinglists

Returnofthefullamountoftheprice

Returnsaportionoftheprice

Groupanumberofbrandstogether

Adocumentthatentitlesthebearertoa
discount

internet


RedemptionRate

Premiums

Selfliquidator

Inbothcases

Examples

Samplesareoneofthe

Instoresamplingis

ReasonsforSpecialsales:

Give3examplesofspecial
sales:

mail
printads
store
couponbooks

#usedvs.numberissued

Freeproductorservice

Productorserviceofferedata
substantiallyreducedcost

Consumermustbuyanotherproductor
servicefirst

cards
points

Mosteffectiveandexpensive
promotionalactivities

Themosteffective

newlines
oldstock
oldseason
trafficduringtoughtimes
Holiday

Buy1get2free
7for27$
50%percentoff


PointofPurchaseDisplays

Pushorpullmarketing?

Whyisiteffective?

Displayisfree;why?

racks
cases
shelves

inexpensivemerchandise
attractivelydisplayed

Retailersoftenhavetobuylotsof
producttogetit

PersonalSelling

Asaleis

Methods:

Transferoftitlefromsellertobuyer

internet
phone
mail
person

Personalselling
Whentransferishandledinperson

Factorsthatdetermine
complexity
whetherpersonalsellingis
highprice
required:
industrialvs.consumer
licenserequirements

Typesofsales retailclerk/cashier
Minimumwage
positions:
retailcommissioned
%oftotalsales

detail/route
Salary+commission
contact
Goodsalary
Commissiongoodpotential
salesrepresentative
Commissionhighlypaid
agentorbroker
Veryhighsalary
salesengineer
Commissionbasedonbid
auctioneer

Thesalesprocess
acquireknowledge
makeapproach
determinewants
presentproducts
handleobjections
closesale
followup

Salespeoplemust
Knowabouttheproductorservicethey
areselling

3thingssalespeopleshould
Customerenteredforareason
remember:
oncepresented,customercanaskfor
help
cueiswhencustomerstopstolookata
specificproduct

Salespeoplecanonlysellif:
Theyknowwhatthecustomerwants

Howcantheyaccomplish
Askingtherightquestions
this?

Saledoesntbeginuntil:
Thecustomerobjects.

Abetterwaytosell

Closingthesale

Whyselladdons?

Goodsalespeoplekeep

Why?

anticipateallpossibleobjections
developaseriesofquestionsaimedat
overcomingobjectionsbeforetheyarise
askeachquestionbeforeattemptingto
closethesale,thusleavingthecustomer
withnorationalreasonnottobuy.They
eitherbuy,orlookstupid!

Alwaysaskforthesaleassumeit
willthatbecashorcredit?
whendoyouwantitdelivered
dowantustowrapitforyou
doyouwantitinwhiteorblack?

maynotbeabletousewithout
freetime
mayloseeasysale

Filesoneverycustomer

sellthemotherstuffinthefuture
selltofriendsandrelatives