advertising. what is advertising? a form of communication that influences an individual to purchase...
TRANSCRIPT
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Advertising
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What is Advertising?
A form of communication that influences an individual to purchase something.
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Branding
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What is Branding?
The promotion of consumer awareness of a particular brand of goods or services.
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Is advertising really effective?
• Marlboro Cigarettes• First sold in 1902• Targeted at women• Abandoned in the 1940’s
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The Marlboro Mommy?
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The Marlboro Cowboy
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Advertising my Business
• Who are my customers going to be?• What area are they located in?• How are they going to use my business?• What makes my business different?
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Print Advertising
• Newspapers–Good for reaching specific areas
• Magazines–Good for reaching people with specific
interests
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Broadcast
• Television Reaches the largest audience Does not target a specific group• Radio Good at reaching a targeted group
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Yellow Pages
• Good for service businesses like plumbers, electricians, and locksmiths
• Restaurants can post menus• Pages can also be linked to online searches
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Internet
• Banner ads Associates your business with a trusted web site• E-mail marketing Cheaper than direct mail
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Guerrilla Marketing
• Uses unconventional advertising to attract new customers
• Attracting new customers and keep existing customers
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• Van's Harley-Davidson advertised a "Cat Shoot“• It brought calls from the media, Humane Society, SPCA,
local police chief and even the Mayor, wanting to know what was going on.
• The media jumped on it. Van's was on front pages of three major newspapers.
• What everyone saw on the day of the event was a six-foot high cartoon cat that they could shoot--with a paint ball gun at three shots for a dollar.
• Signs announced that all proceeds would go to the Humane Society.
• Reporters and crews from print, radio and TV showed up and Van's got even more coverage.
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Viral Marketing
• Uses social networks to promote a business by word of mouth
• Facebook • MySpace• Twitter • YouTube
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Stealth Marketing
• Undercover marketing program that tries to create word of mouth advertising about a product