1. Advantages of TV Advertising Creativity and impact Coverage and cost effectiveness (but what about target market reach and waste coverage) Captivity and attention Selectivity and flexibility

2. Disadvantages of TV Advertising Costs Lack of selectivity Fleeting message Clutter Limited viewer attention Distrust and negative evaluation

3. Advantages of Radio Advertising Cost and efficiency Selectivity Flexibility Mental Imagery Integrated marketing opportunities

4. Limitations of Radio Advertising Creative limitations Fragmentation Chaotic buying procedures Limited research data Limited listener attention Clutter

5. Advantages of Magazine Advertising Creativity and impact Coverage and cost effectiveness (but what about target market reach and waste coverage) Captivity and attention Selectivity and flexibility

6. Disadvantages of Magazine Advertising Costs Lack of selectivity Fleeting message Clutter Limited viewer attention Distrust and negative evaluation

7. Advantages of Newspaper Advertising Cost and efficiency Selectivity Flexibility Mental Imagery Integrated marketing opportunities

8. Limitations of Newspaper Advertising Creative limitations Fragmentation Chaotic buying procedures Limited research data Limited listener attention Clutter

9. TV Advertising is Good when… You need to reach lots of segments that are fairly similar or they are going through the same hierarchy of effects You need to convey a dynamic message or one with strong visual imagery Your message can be grasped in 30 seconds You have ample budget

10. Radio Advertising is Good when… You need to reach local markets You have enough budget to advertise on lots of stations You have a simple message You can use “theater of the mind”

11. Magazine Advertising is Good when… You need to target special interest groups Magazine readers regularly read the ads (e.g. with Vogue) A static, visual message can work well Customers are looking in the magazine for information on products they are seeking

12. Newspaper Advertising Works Well When… Your target market segments are local A special interest group lines up well with a particular newspaper section An incentive is being advertised, or A special event of somewhat broad interest is being advertised

13. Sales Promotion… Is an incentive to get customers, channel members, or the sales force to take some action (like buying) Has 2 basic types –Price reduction effect (e.g. rebates, coupons) –Incentive based on something other than price (e.g. a contest) Always conveys one or more messages, intended or unintended

14. Good Times or Reasons to use Sales Promotion When price promotion is consistent with brand image or positioning When introducing a new product When trying to move inventory, or trying to get the most out of a bad idea (e.g. a clothing line that didn’t work out) But be careful what message is conveyed

15. Sales Promotion is good for… Getting attention Getting liking (maybe) Getting trial Getting purchase But again, be careful what message is conveyed

16. Key Aspects of Sales Promotion to Keep in Mind It’s an extra incentive It’s a sales accelerator, often Often the channel is the target It can be consumer oriented, trade oriented, or aimed at business customers

17. Use of Sales Promotion has grown due to… Power of retailers Lower brand loyalty More sensitivity to promotion More brands Fragmented consumer market Short term view More accountability Competition Clutter

18. Purposes of Trade Oriented Sales Promotion New product distribution Maintain trade support and market share for established products Get display and other kinds of promotional support Build channel inventories

19. Public Relations and Publicity Manage relationships with publics, e.g. –Consumers –Government –Community –Investors –Employees –General public –Industry –News media Publicity is managing relationships with news media

20. Advantages of PR Credibility Cost Avoid clutter Generate leads Access to small groups at reasonable $ Image building

21. Disadvantages of PR Loss of control Hard to measure Incomplete communication

22. To do PR well… Clear consistent messages Well planned PR/publicity campaigns Treat press and other audiences as “customers” for your information – what can you do for them? Minimal hype; maximum candor (within reason)