Chapter 17 Support Media, P-O-P Advertising, and Event Sponsorship.

Slides:

Advertisements

Similar presentations

6.02 Exemplify Advertising

Advertisements

4.04 Understand promotional channels used to communicate with targeted audiences.

UNIT 6.1 Advertising Media

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Section 19.1 Advertising Media

1 Chapter 17 Retail and Business-to-Business Advertising.

Chapter 19 advertising Section 19.1 Advertising Media Section 19.2

UNIT 6.1 Advertising Media

MARKETING MANAGEMENT 12 th edition KotlerKeller 18 Managing Mass Communications.

Chapter 4 Role of Promotion

Support Media. The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to.

1 © 2009 South-Western, a part of Cengage Learning Chapter 17 Sales Promotion, Point-of-Purchase Advertising, and Support Media PPT 17-1.

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 13 Support Media.

Advertising Media Chapter 20 Ms. LeDee. Media  The avenues used to deliver promotional messages.

Retail Communication Mix

Support Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

SUPPORTIVE COMMUNICATION

Fashion Advertising and Promotion

Sales Promotion and Point of Purchase

Copyright © 2009 Nelson Education Ltd. All rights reserved. Sport Sponsorship Chapter 11.

Marketing Management, 13th ed

marketing communication involves communication about the product the product or service an element in the marketing mix aimed at informing, influence.

Fan Zhangz. PROMOTION IS ONE OF THE MARKET MIX ELEMENTS. A PROMOTIONAL MIX SPECIFIES HOW MUCH ATTENTION TO PAY TO EACH OF THE FIVE SUBCATEGORIES, AND.

Promotion The final “right”.

“ Using incentives to create a perception of greater brand value”  Consumer Market sales promotion › Induce household consumers to purchase a firm’s.

Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 17 Support Media, P-O-P Advertising, and Event Sponsorship.

Section 19.1 Advertising Media

1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

-It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix.

Marketing- Product, Price, and Promotion 9 Chapter © 2004 by Nelson, a division of Thomson Canada Limited.

MARKETING COMMUNICATION

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 13 Support Media.

Copyright © 2007 McGraw-Hill Ryerson Limited. Objectives To understand: The nature, purpose, and scope of advertising and what it means to the individual.

Kevin Zhang. It equals marketing communication. It involves communication about the product the product or service. Promotion is an element in the marketing.

Chapter 11 Promotions. Objectives To recognize the complexity of promotion with respect to the various forms it can assume as part of the marketing mix.

Advertising QCC’s: 50, 51, 52, 53, 54, 55 Objectives Define advertising and its purpose List the different forms of advertising and the advantages and.

Advertising Media Chapter Main Idea  Advertising is an important element of promotion. Businesses use different types of advertising media to promote.

Above-the-line promotion. Promotion Promotion is about the communication that occurs with customers and potential customers Promotion can be used to:

1 Advertising Media. 2 What You'll Learn  The concept and purpose of advertising  Types of advertising media.

Brief Intro to Promotion & Promotional Mix Objectives Explain the role of promotion in business and marketing Identify the various types of promotion.

Support Media, P-O-P Advertising, and Event Sponsorship Chapter 17.

Advertising. Warm-up Discussion What are your impressions of advertising in daily life? What part has advertising played in your purchase or selection.

D. Marketing a Small Business Describe the elements that make up the promotional mix Identify the function of promotion in small business.

Using the Marketing Mix: Promotion

Explain advertising media used in the sport/event industries

6.0 Understand the promotion of a fashion image.

MARKETING MANAGEMENT 12th edition

Standard five: 5.1 role of promotion

ADVERTISING ADVERTISING.

Integrated Marketing Communications

Marketing Management, 13th ed

PRICING, PROMOTION, & MARKET PLANNING

Chapter 16 Sales Promotion

PROMOTIONS 3 goals: 1. Provide information about the product.

Section 19.1 Advertising Media

Chapter 13 Support Media.

Chapter 14 Advertising: The Art of Attracting an Audience

Advertising Any paid form of nonpersonal presentation

What is a promotional channel?

Students will understand and demonstrate knowledge of Promotion

CHAPTER 6: INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY

Advertising Media The forms of communication through which advertising reaches its audience Newspapers Relatively inexpensive and timely; short life span.

Explain the role of the promotion strategy.

Section 19.1 Advertising Media

© 2006 Thomson/South-Western

Advertising & Promotion

Basics of advertising Language associated with advertising

Types of Media Aim: What are the different types of media used in advertising ? Do Now: Interpret Don Draper’s quote answering the question, “What is.

Presentation transcript:

Chapter 17 Support Media, P-O-P Advertising, and Event Sponsorship

Traditional Support Media Purpose: To reinforce or extend a message being delivered through other media Signs, billboards Transit Aerial Specialty Directory Chapter 17: Support Media 2

Outdoor Signage and Billboards Advantages Wide local exposure Captivating Around-the-clock exposure Address an immediate need or desire Disadvantages Message limits Location affects impact Relatively expensive Criticized by environmental groups Chapter 17: Support Media 3

Transit and Aerial Ads Transit Ads Urban environments Demographic segmentation Timely to purchase Build brand awareness TRANSIT ADS Chapter 17: Support Media 4

Transit ads can reach a target audience in well defined geographic areas

Transit and Aerial Ads Aerial Ads Blimps increasingly common Common at sporting events Skies are getting crowded! Networks are in control Chapter 17: Support Media 6

Specialty Advertising Defining elements Contains the sponsor’s logo Useful or decorative item Given as a gift from the sponsor Premiums Specialty items that help motivate a purchase Chapter 17: Support Media 7

Directory Advertising Advantages High acceptance High availability Final link to purchase Disadvantages Too many directories Long lead times Limited creativity New: CD-ROM and Web-based directories Chapter 17: Support Media 8

Web based directories offer convenience and speed

Point-of-Purchase (P-O-P) Advertising Materials used in retail settings to attract attention to a product, convey product benefits, or highlight pricing information Short-term promotional displays Long-term promotional displays Requires retailer cooperation Chapter 17: Support Media 10

Event Sponsorship Involves a marketer providing financial support to help fund an event The appeal of event sponsorship: Effective media coverage and exposure Fan loyalty converts to sales Events can foster brand loyalty Events attract well-defined audiences Chapter 17: Support Media 11

Event sponsorship can target well defined audiences

Guidelines for Sponsorship Match the brand and the event Define the target audience Stick to a few key messages Develop a plot line Deliver exclusivity Deliver relevance Use the Internet Plan for the before and after Chapter 17: Support Media 13

Coordination Challenge Events Directories P.O.P. Television Internet Billboards Magazines Chapter 17: Support Media 14 Transit Specialty Radio