MARKETING

Assignment: Each group will get a topic and will have to create a poster on researched informationDefine – in your own words (can use books or

internet).Give advantages and disadvantages Give examples Have relevant pictures.Be ready to teach idea – poster should be

creative and visually appealing! (POSTER BOARD in back)

You have 30 minutesWhen complete pick up the MAGIC SQUARES:

PROMOTION ON THE FRONT TABLE AND COMPLETE.

Continue to work on your poster; you have 10 minutes.

When complete: Take out a piece of paper and take notes on your poster

Label it 4.02 NOTES

Advertising media are channels of communication

Information travels through them to consumer

Mass media - advertisement they reaches a lot of people at the same time. EXAMPLES?

PublicationsNewspapers

Reach a large audienceJust about anyone can place an ad in a newspaperNewspapers are divided into sections that are

useful in promoting different kinds of productsNewspapers vary based on:

How often they are publishedTheir sizeGeographic area they cover (national, regional,

local)Whom they are intended to target

PublicationsMagazines

Appeal to a very specific target audiencei.e. Golf Digest for golfers, Teen Vogue for

teenage girlsCan be classified based on the audience they

reach:Consumer magazines

For personal enjoyment – People, Sports IllustratedBusiness magazines

Appeal to individuals in different industries or a general population of workers – Business Week, BrandWeek

Direct MailPrinted Mail

Ex. Sales letters, catalogs (niche), flyers, postcards, etc.Small businesses like to use because it is relatively

inexpensiveCan be viewed as junk mail if it is not sent to the right

peopleElectronic Mail (e-mail)

Popular because it is quick, easy and inexpensiveCan end up in SPAM folders - to avoid this ask customers to

sign up for newsletters and ads (opt-in email marketing)Easiest means to evaluate the effectiveness of

advertisement

Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the airTelevision (Mass Media)+

Experience color, sound, and action making them easy to remember and believable

The most influential, best selling type of advertising media

Channels are chosen based on type of audience and costNetwork TV (ABC, NBC, CBS, FOX) reach a

broad audience but are extremely expensiveCable TV channel s target a more specific

audience and are less expensiveLocal TV targets a specific geographic and is the

least expensive

Broadcast Media Radio

Effective and affordable way to reach your target market

Targets a specific audience through he stations format

Trends:National RadioBroadcasting over

the Internet

The InternetHas became the

fastest growing media outlet

Can target a specific audience and track response

Ex. Business websites, ads on others’ websites or search engines, etc.

Out-of-HomeExists to reach

people when they are away from home

Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.

Ads in Virtual WorldsCompanies creating

avatars for businesses – i.e. Second Life

SMS TextSending ads through

text messagesCheap and can

target a specific audience

Consumers avoiding adsDo not call listSpam filtersPop up blockersDVR – but do you

still catch the brands while you are fast forwarding?

TelemarketingCalling prospective

customers and providing a 1-800 number for them to call

Movie Theater AdvertisingBefore the film,

posters & standups in the lobby

Other Media (cont.)DVD & CD-ROM

AdvertisingFree to introduce the

product to the customer

Product PlacementManufacturers pay

for the their products to be used as props in movies, TV, and computer games

Other Media (cont.)Specialty Media – reminds people of your

business, must have three criteria:Have the businesses name or logo on itMust be a useful item – i.e. pen, shirt, cap, etcMust be given away

Directory Advertising – informs on how to contact the business with phone number, address or websitePhone books (Yellow Pages) can target specific

geographics

Types of Direct Adv:Telephone Marketing Direct-Mail MarketingCatalog Marketing. Online Marketing Kiosk Marketing

Direct-Response Television Marketing – direct marketing via television including direct-response advertising (infomercials) and home shopping channels.Direct-Response Advertising – television spots

(60 or 120 seconds) persuasively describing a product and giving a toll-free number for ordering. Also includes 30-minute infomercials.

Home Shopping Channels – television programs or entire channels dedicated to selling goods and services.

Focusing on customer satisfaction

Improving product quality and usability

Responding to concerns and criticism

Opening a dialog and listening to people

Earning customer loyalty

Organic marketing:Occurs naturally

when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm.

Developing tools that enable people to share their opinions

Motivating advocates and evangelists to actively promote a product

Giving advocates information that they can share

Using advertising or publicity designed to create buzz or start a conversation

Identifying and reaching out to influential individuals and communities

Researching and tracking online conversations

Amplified marketing: Occurs when

marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities.

AdvertisementOut-of-home

AdvertisementSpecialty

Advertisement

Internet

InstitutionalPublic relations

IN Sports Illustrated

Adv Print

media magazine

Personal selling

Word of mouthorganic

Advertisement, Broadcast, TV

AdvProduct

placement

Trends in adv

Consumer avoid ads

AdvertisementDirectory media