chap11 creative use of advertising and promotion
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8/9/2019 Chap11 Creative Use of Advertising and Promotion
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Chapter 11: Advertising & Promotion 1Copyright 2003 Prentice Hall Publishing Company
Creative Use of
Advertising andPromotion
It Pays to Advertise!
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Chapter 11: Advertising & Promotion 2Copyright 2003 Prentice Hall Publishing Company
Developing an AdvertisingDeveloping an Advertising
StrategyStrategy
Define the purpose of the advertisingDefine the purpose of the advertising
program.program.
Identify target customers.Identify target customers.
Design an advertising message and pick Design an advertising message and pick
the appropriate media for it.the appropriate media for it.
Build advertising message around aBuild advertising message around a uniqueuniqueselling propositionselling proposition..
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Chapter 11: Advertising & Promotion 3Copyright 2003 Prentice Hall Publishing Company
Developing A UniqueDeveloping A Unique
Selling Proposition (USP)Selling Proposition (USP)
USPUSP -- A key customer benefit of aA key customer benefit of aproduct or service that answers theproduct or service that answers the
critical question thatcritical question that everyevery customercustomerasks: "asks: "What's in it for meWhat's in it for me?"?"
Identify your product or service's USPIdentify your product or service's USPby describing the primary benefit itby describing the primary benefit it
offers customers and then list otheroffers customers and then list othersecondary benefits it provides.secondary benefits it provides.
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Chapter 11: Advertising & Promotion 4Copyright 2003 Prentice Hall Publishing Company
Developing A UniqueDeveloping A Unique
Selling Proposition (USP)Selling Proposition (USP)
Briefly list a few facts that support yourBriefly list a few facts that support your
product¶s USP.product¶s USP. Then, focus your ads to stress these topThen, focus your ads to stress these top
benefits and the facts supporting them!benefits and the facts supporting them!
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Chapter 11: Advertising & Promotion 5Copyright 2003 Prentice Hall Publishing Company
A SixA Six--Sentence AdvertisingSentence Advertising
StrategyStrategy1.1. What is the purpose of this ad?What is the purpose of this ad?
2.2. What USP can you offer customers?What USP can you offer customers?
3.3. What other key benefits support your USP?What other key benefits support your USP?4.4. At whom are you aiming the ad?At whom are you aiming the ad?
5.5. What response do you want from your targetWhat response do you want from your targetaudience?audience?
6.6. What image do you want to convey in yourWhat image do you want to convey in yourads?ads?
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Chapter 11: Advertising & Promotion 6Copyright 2003 Prentice Hall Publishing Company
Promotion Includes...Promotion Includes...
PublicityPublicity -- any commercial news covered by theany commercial news covered by the
media that boosts sales but for which the smallmedia that boosts sales but for which the small
business does not pay.business does not pay.
Personal sellingPersonal selling -- the personal contact betweenthe personal contact betweensales personnel and potential customerssales personnel and potential customers
resulting from sales efforts.resulting from sales efforts.
AdvertisingAdvertising -- any sales presentation that isany sales presentation that is
nonpersonal in nature and is paid for by annonpersonal in nature and is paid for by anidentified sponsor.identified sponsor.
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Chapter 11: Advertising & Promotion 7Copyright 2003 Prentice Hall Publishing Company
Tips for Stimulating PublicityTips for Stimulating Publicity
Write an article of Write an article of
interest to customersinterest to customers
Offer to be interviewedOffer to be interviewed
on TV and radioon TV and radiostationsstations
Publish a newsletterPublish a newsletter
Speak to localSpeak to local
organizationsorganizations
Sponsor a seminarSponsor a seminar
Write news releases andWrite news releases and
fax them to the mediafax them to the media
Serve on communityServe on community
and industry boardsand industry boardsand committeesand committees
Sponsor a communitySponsor a community
project or support aproject or support a
nonprofit organizationnonprofit organization
Promote a causePromote a cause
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Chapter 11: Advertising & Promotion 8Copyright 2003 Prentice Hall Publishing Company
Successful Personal Selling RequiresSuccessful Personal Selling Requires
a Selling Systema Selling System ApproachApproach -- Establish rapport with prospect.Establish rapport with prospect.
InterviewInterview -- Let the prospect talk.Let the prospect talk.
DemonstrateDemonstrate -- Show the benefits of yourShow the benefits of yourproduct or service.product or service.
ValidateValidate -- Prove the claims about your productProve the claims about your productor service.or service.
NegotiateNegotiate -- Listen for objections and try toListen for objections and try toovercome them.overcome them.
CloseClose -- Stop talking and ask for the order.Stop talking and ask for the order.
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Chapter 11: Advertising & Promotion 9Copyright 2003 Prentice Hall Publishing Company
Selecting Advertising Media:Selecting Advertising Media:
Key QuestionsKey Questions How large is my firm's trading area?How large is my firm's trading area?
Who are my customers and what are theirWho are my customers and what are theircharacteristics?characteristics?
What budget limitations do I face?What budget limitations do I face?
What media do my competitors use?What media do my competitors use?
How important are repetition and continuityHow important are repetition and continuityof my advertising message?of my advertising message?
What does the advertising medium cost?What does the advertising medium cost?
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Chapter 11: Advertising & Promotion 10Copyright 2003 Prentice Hall Publishing Company
Advertising Media OptionsAdvertising Media Options
NewspapersNewspapers
RadioRadio
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Chapter 11: Advertising & Promotion 11Copyright 2003 Prentice Hall Publishing Company
Snappy Radio Copy Should....Snappy Radio Copy Should....
Stress benefits to the listener.Stress benefits to the listener.
Use attentionUse attention--grabbers.grabbers.
Zero in on a particular audience.Zero in on a particular audience.
Be simple and to the point.Be simple and to the point. Sell early and often.Sell early and often.
Be written for the ear.Be written for the ear.
Be rehearsed before presentation.Be rehearsed before presentation.
Use positive action words.Use positive action words. Put the listener in the picture.Put the listener in the picture.
Mention the advertiser often.Mention the advertiser often.
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Chapter 11: Advertising & Promotion 12Copyright 2003 Prentice Hall Publishing Company
Advertising Media OptionsAdvertising Media Options
TelevisionTelevision
World Wide WebWorld Wide Web
MagazinesMagazines
Direct mailDirect mail
Outdoor adsOutdoor ads
NewspapersNewspapers
RadioRadio
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Chapter 11: Advertising & Promotion 13Copyright 2003 Prentice Hall Publishing Company
Advertising Media OptionsAdvertising Media Options
Transit advertisingTransit advertising
DirectoriesDirectories
Trade showsTrade shows Specialty advertisingSpecialty advertising
Special events andSpecial events andpromotionspromotions
PointPoint--of of--purchase adspurchase ads
NewspapersNewspapers
RadioRadio
TelevisionTelevision
World Wide WebWorld Wide Web
MagazinesMagazines
Direct mailDirect mail
Outdoor adsOutdoor ads
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Five Fundamentals of a Successful Advertisement.Five Fundamentals of a Successful Advertisement.
It should attract attention.
It should emphasize a key
benefit of the product orservice to the customer.
It should communicate
the company¶s Unique
Selling Proposition (USP).
It should prove the USP
and benefits to the customer
with facts, statistics, or
testimonials.
It should motivate customers
to take action immediately.
Source: Adapted from Jerry Fisher, ³Fine Print,´ Entrepreneur , November 1994, pp. 145-147.
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Chapter 11: Advertising & Promotion 15Copyright 2003 Prentice Hall Publishing Company
Preparing An Advertising BudgetPreparing An Advertising Budget
What is affordableWhat is affordable
Matching competitor's advertisingMatching competitor's advertising
expendituresexpenditures Percentage of SalesPercentage of Sales
Past SalesPast Sales
Forecasted SalesForecasted Sales
ObjectiveObjective--andand--Task Task
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Chapter 11: Advertising & Promotion 16Copyright 2003 Prentice Hall Publishing Company
How To Advertise "Big"How To Advertise "Big"
On A Small BudgetOn A Small Budget
Hire freelance copywriters and artists.Hire freelance copywriters and artists.
Use cooperative advertising.Use cooperative advertising.
Participate in shared advertising.Participate in shared advertising.
Maximize publicity with techniques suchMaximize publicity with techniques such
as cause marketing.as cause marketing.
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