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Advertising is only
It does NOT
Advertising tries to
Advertising is most
important for products and
services that are:
1. identical
2. mass marketed(many places)
3. easy to describe
4. low priced
5. new
6. heavily competitive
Goals of Advertising:
Both industrial and nonTo know about it before they can buy it
industrial consumers need
Advertising informs about
1. name
2. availability
3. benefits
4. appearance
5. ordering information
Positioning statements
A coupon or samples
Endorsement
Brand reminder used when Older brands are attacked by new competitors
Brand repositioning
Communication
Communication model
1. intent
2. message
3. media
4. reception
5. action
Intent (goals)
1. 1.
buy media
2. 2.
create
3. 3.
place
4. 4.
monitor effectiveness
An agency of not
1. 1.
space
2. 2.
time
3. 3.
Creativity
1. 1.
2. 2.
3. 3.
Strength
2. 2.
Weakness
Advertising appeals
3. 3.
opportunities
4. 4.
Threats
1. 1.
biological
2. 2.
emotional
3. 3.
rational
4. 4.
social
Biological
Emotional
Promises:
Rational: Focuses on
Stresses:
1. 1.
2. 2.
love
fun
3. 3.
adventure
4. 4.
romance
Reasoning abilities
1. 1.
convenience
2. 2.
cost savings
3. 3.
safety
4. 4.
warranties
5. 5.
ease of purchase
Examples
1. 1.
beauty
2. 2.
body shape
3. 3.
social behaviour
A medium
Factors to determine Medium
Reach
Frequency
Frequency and reach combine Number of times message was seen or heard
to tell you:
Selectivity
Durability
Lead time
Mechanical requirements
Clutter
Internal Clutter
External Clutter
Costs
Types of Media
Magazines
1. headline
2. illustration
3. body copy
4. signature
5. layout
Headline
Illustrations should
Body copy
Signature
Brand identification:
1. logo
2. slogan
3. package
4. brand name
Layout
Newspapers
Ad sizes
Disadvantages
1. durability
2. clutter
Television is a very
Versatile medium
Why?
1. effective
2. expensive
Why is it expensive?
Disadvantages
Production
1. cost
2. selectivity
3. clutter
4. durability
AIDA
Radio is
Everywhere
Local reach
1. Lead time
2. mechanical requirements
3. selectivity
Disadvantages
1. costs
2. frequency
3. durability
4. clutter
Out-of-home
1. Billboards
2. bus
3. subway
Advantages
1. Frequency
2. reach
3. clutter
Disadvantages
1. selectivity
2. mechanical requirements
3. cost
1. Targeted campaigns
2. Aggregate campaigns
Targeted campaigns
Aggregate campaigns
Advantages
1. reach
2. costs
Disadvantages
1. selectivity
2. clutter
The Internet
3 Major types:
1. web sites
2. ads on other sites
3. e-mail advertising
Web Sites
Search Engines
Examples:
The company on the top of the list pays 1 cent more per
Advantages
1. selectivity
2. inexpensive
3. mechanical requirements
4. durability
5. frequency
Specialty Advertising
1. matchbooks
2. golf caps
3. shirts
4. pens watches
5. toys
Advantages (9.3)
1. durability
2. selectivity
3. mechanical requirements
4. costs
Disadvantages
1. lead time
2. reach
3. work?
With the advent of the ad server, marketing through the Internet opened new frontiers
for advertisers and contributed to the "dot-com" boom of the 1990s. Entire
corporations operated solely on advertising revenue, offering everything from
coupons to free Internet access. At the turn of the 21st century, a number of websites
including the search engine Google, started a change in online advertising by
emphasizing contextually relevant, unobtrusive ads intended to help, rather than
inundate, users. This has led to a plethora of similar efforts and an increasing trend of
interactive advertising.
The incredibly large number of websites and the ability to use search engines like
Google, has made it increasingly difficult for retailers to decide where to spend
their advertising dollars. Traditional Media as outlined above is under serious
attack and are losing a lot of advertising revenue to online advertisers.
Publicity
Publicity
Negative publicity
Press releases
Press kit
Press conference
Press Junket
Lobbyist
Sales Promotion
Sales Promotion
1. consumers
2. distributors
3. motivate staff
4. introduce new product
5. clear old stock
Types of Promotions:
Sweepstakes
Loopholes
Rebate
Coupon is
Sources
Redemption Rate
Premiums
Self liquidator
In both cases
Examples
1. cards
2. points
In store sampling is
1. new lines
2. old stock
3. old season
4. traffic during tough times
5. Holiday
1.
sales:
2.
3.
1. racks
2. cases
3. shelves
1. inexpensive merchandise
2. attractively displayed
Personal Selling
A sale is
Methods:
Personal selling
Factors that determine
2. high price
3. industrial vs. consumer
4. license requirements
1. retail clerk/cashier
Minimum wage
2. retail commissioned
% of total sales
3. detail/route
4. contact
5. sales representative
6. agent or broker
Salary + commission
Good salary
Commission-good potential
7. sales engineer
Commission-highly paid
8. auctioneer
1. acquire knowledge
2. make approach
3. determine wants
4. present products
5. handle objections
6. close sale
7. follow up
Salespeople must
3 things salespeople should
remember:
Salespeople can only sell if:They know what the customer wants
How can they accomplish Asking the right questions
this?
Sale doesnt begin until:
A better way to sell
Why?