Advertising

Advertising Topics:

Advertising

– Creating good advertising– Selecting Media

Friday – Project Introduction - Forming of Groups- Choosing of Topics

Advertising

• Advertising is only one part of marketing

• Advertising tries to influence customer decisions where this is possible

• Many purchase decisions are not affected directly by advertising

Advertising

• Goals of Advertising– Brand Awareness and Positioning

• Helps to spread this critical information– Brand Trial

• Ex: coupons for new product• If consumer tries it they may continue to purchase

– Brand Preference• Attempts to convince customer that their brand is better• Use statistics, endorsements, etc.

– Brand Reminder• Remind consumer that brand still exists

– Brand Repositioning• When the brand changes, the consumer needs to know (new and improved)

When advertising is used...– Identical brands – here the most advertising tends to win

• Coke vs. Pepsi

– Mass Marketed – most effective when trying to reach large numbers of people

• Gum

– Easy to describe – when the product can be summarized quickly and does not require a lot of explanation

– Low Priced – luxury products don’t need as much advertising• These items are often impulse - batteries

– New – helps customers become aware of brand– Competitive Market – when there are limited customer dollars available

Advertising

• Effective Advertising– Will appeal to

• Customer motivation– Rational, Emotional, Social

• A step in the buying process

– Will take the target market through the AIDA• Attention• Interest• Desire• Action

Good Advertising…

1. Attract attention – develop a good headline

2. Gain interest – make people want to read, watch, or listen

3. Build desire – help the customer want your product

4. Get action – always ask for the sale

Brainstorm: Types of Advertising

Magazines Newspaper Television

Radio Out-of-HomeDirect-to-

Home

Internet Specialty

1 2 3

4 5 6

7 8

Types of Advertising

1. Magazines

Opportunity to link with specific audience / interests.Several readers – passed on form of media.

Types of Advertising

1. Magazines

2. Newspapers

Geographic flexibility for specific cities.Link ads to relevant content / sections of the paper.

Types of Advertising

1. Magazines

2. Newspapers

3. Television

Expensive but capable to broadcast nationally to many

viewers.Dynamic and changing media with rise of PVRs and internet viewing.

Types of Advertising

1. Magazines

2. Newspapers

3. Television

4. RadioGeographic flexibility for specific cities or regions.Link ads to relevant stations for your target or day

parts.

Types of Advertising1. Magazines

2. Newspapers

3. Television

4. Radio

5. Out-of-Home

Difficult to ‘break through’, Not targeted (except washroom

stalls). Must be very brief,mostly visual.

Types of Advertising

1. Magazines

2. Newspapers

3. Television

4. Radio

5. Out-of-Home

6. Direct-to-Home

Geographic targeting. Relatively cheaper than TV or Radio.

Not “durable”, often thrown away or discarded.

Types of Advertising

1. Magazines

2. Newspapers

3. Television

4. Radio

5. Out-of-Home

6. Direct-to-Home

7. Internet

Source: www2.sims.berkeley.edu/.../internet.htm

Websites, banner ads & email advertising.

Permission-based email is when consumers have given their address to the company.

Types of Advertising

1. Magazines

2. Newspapers

3. Television

4. Radio

5. Out-of-Home

6. Direct-to-Home

7. Internet

8. Specialty

Also known as premium & incentive marketing. Company

logo/message is put on merchandise, then given away.

Distribution (Place) Quiz Take-Up