4.04 Understand promotional channels used to communicate with targeted audiences

What is a promotional channel? Specific medium used in reaching intended audience such as newspapers, radio stations, and television, etc.

Promotional Channels Advertising is a promotional channel used to communicate with targeted audiences. There are many forms of advertising The media is one channel of advertising.

What is advertising? Any non-personal paid form of communication designed to inform, persuade, or remind customers about a good or service

What is media? The agencies or means used by a company to convey an advertising message

What is cooperative advertising ? Occurs when a manufacturer helps a retailer pay for advertising costs For example: Kellogg’s gives Kroger money to help them advertise Kellogg’s cereals

Advertising includes: Print Media –Newspapers –Magazines –Direct Mail –Outdoor Advertising –Directory Advertising –Transit advertisements

Magazines Advantages Color printing is visually appealing Ability to target the desired audience Higher quality medium than newspapers Disadvantage Higher cost to create and produce More lead time required than for newspapers

Direct Mail Advantages Can be highly selective and flexible with the format and timing Inexpensive to create and produce Disadvantages Low response rates Expensive to distribute Often viewed as “junk mail”

Newspaper Advantages Low cost Distribution level of the newspaper is known Disadvantages Limited distribution Limited life span Black and white print is less visually appealing

Directory- telephone books Advantages Allows targeting based on geographic Targets all demographics Disadvantages Printed frequently, making changing the ad difficult Limited space and quality of advertisement

Outdoor- signs/billboards Advantages Relatively inexpensive 24/7 visibility Disadvantages Limited viewing time Increased government regulations

Transit- Buses, Trains, etc. Advantages Wide, captive audience Economical Disadvantages Subject to defacement Inability to target a specific audience

Advertising includes: (con’t) Broadcast Media –Television –Radio

Television Advantages Ability to demonstrate product features and benefits Advertisers choose target audience based in time and station programming Disadvantages High production and airtime cost Short life span New technology enables viewers to skip commercials

Radio Advertisements Advantages Cost effective Can be created and changed quickly Ability to reach a target audience through various station formats Disadvantages Appeals only to sense of sound Short life span Channel surfing

Advertising includes: (con’t) Online Media –Electronic Direct Mail –Online Ads

Online Ads- banner and pop-ups Advantages Inexpensive Can be interactive Disadvantages Viewed as a nuisance Often a low response rate

Electronic Direct Mail- ad messages via . Advantages Ability to target audience Inexpensive Personalized message Disadvantages May be viewed as a nuisance Spam filter can reduce authorized

Advertising includes: (con’t) Specialty Media –Giveaways

Specialty Media -Inexpensive, useful items with company’s name and/or logo Advantages Company’s name is visible Customers enjoy freebies Disadvantages Limited distribution Some recipients never become customers (wasted)

Advertising Agencies help to… Design ads and ad campaigns

References 2006 Marketing curriculum PowerPoint 6.02