1. UNIT 3
PROMOTION
"People are very sophisticated about advertising now. You have to entertain them. You have to present a product honestly and with a tremendous amount of pizzazz and flair, the way it's done in a James Bond movie. But you can't run the same ad over and over again. You have to change your approach constantly to keep on getting their attention "

2. The most powerful -- and in some quarters, most hated -- brand image of the century, the Marlboro Man stands worldwide as the ultimate American cowboy and masculine trademark, helping establish Marlboro as the best-selling cigarette in the world.
1955 WHO WAS THE TARGET AUDIENCE?___________________

3. 1961
Target audience?________________________

4. A. B. C. D.
IDENTIFY THE CHARACTERS/DATE:A.__________________.B.__________________C.___________________________D._____________________
TARGET AUDIENCE FOR EACH? A______________; B______________
C_____________; D______________

5. In advertising, not to be __________ is virtually suicidal.
ONE OF ADVERTISING’S MOST INFLUENTIAL PEOPLE
In advertising, not to be __________ is virtually suicidal.

6. Remember Volkswagen's.
" _________________” ad? In the bigger-is-better America of 1962, it was quite an antiestablishment statement. VW rode that sensibility to unlikely success. "Think small" anchored what is today regarded as the finest automotive advertising campaign ever.

7. IF YOUR ADVERTISING GOES UNNOTICED, EVERYTHING ELSE IS _________ which means _____________________________________________________. The first thing one must do to succeed in advertising is to have the ____________ of the reader which means to be _________________.

8. Be sure your advertising is saying something with _____________, something that will _____________ and __________________ the consumer.
What is hard sell?
What is soft sell?

9. A GOOD PRODUCT DOES NOT GUARANTEE _________ OR INSTANT __________.
YOU MUST__________________
____________________________
___________________________.

10. EVERY PRODUCT SHOULD ANSWER FOUR QUESTIONS FOR A CONSUMER:
1. What is the_____________?
2. How does it_________________?
3. Is it________________________?
4. Why should I ________________?

11. PROMOTION Informing the public about ________________________.
2. _______they need your product.
3. _______it will fill their needs.
4. Two types of promotion:
a. _______________
b. _______________

12. COMMUNICATION MODEL 1. __________ – company that develops product
2. __________ – advertising about product
3. __________ – prospective customer
4. __________– was promotion successful

13. WHAT IS ADVERTISING? 1. ____________________ ____________________
1. ____________________ ____________________
2. ____________________

14. WHY ADVERTISE:
1. To inform and educate consumers.
2. To introduce a new product or business.
3. To announce an improvement or product change.
4. To reinforce important product features and benefits.
5. To increase the frequency of use of a product.
6. To increase the variety of uses of a product.
7. To convince people to enter a store.
8. To develop a list of prospects.
9. To make a brand, trademark, or slogan familiar.
10. To improve the image of a company or product.
11. To gain support for ideas or causes.

15. METHODS OF GETTING THE MESSAGE TO THE PUBLIC
1. Publication advertising
2. Mass Media Advertising
3. Outdoor Advertising
4. Direct Advertising
5. Display Advertising
6. Internet
7. YouTube
8. IM/Cell Phones

16. “The effectiveness of advertising in______________________”
can only be measured
in______________________”
The question isn’t whether or not_______________________, you simply must decide______
__________________________
__________________________.

17. Coca-Cola continually spends money on advertising to support recognition of their products.
In 1993, Coca-Cola spent more than $150 million to keep its name in the forefront of the public's eye. Advertising budget in 2005?____2007?____

18. SOME QUESTIONS YOU SHOULD CONSIDER BEFORE BUYING ADS ARE:
1. What___________is best to use?
How important is___________?
Is there a way to buy space and time that__________________ ________________________?

19. 1. ____________________
Radio
1. ____________________
2. _________________________
3. _________________________
Television
1. _________________________
_________________________

20. Newspapers Magazines ________________________________
________________________________ ________________________________
________________________________ ________________________________ ________________________________

21. Outdoor Advertising Direct Advertising Telemarketing
_______________________________
Direct Advertising
______________________________
Telemarketing

22. 75 Million+ customer base
Internet
75 Million+ customer base
$16.7B in Prediction: over $20B in 2007
ACTUAL SPENDING IN 2007 WAS $_______________
_______________________________________________
Full blown, five page color website on the Internet –
______________________________________________
Website

23. PLANNING AND MANAGING ADVERTISING
Budget____________________
__________________________
Timing
Holidays
Advertise over the year

24. PERSONAL SELLING is defined as ______________________________.
The salesperson bridges the gap between the _______________ and the __________________________________.
They must understood? ______________________________________________________________________.

25. The salesperson bridges the gap between the customer and the business.
The success of the business depends on the quality and price of the goods or services
Its success is also dependent on the selling skills of the sales force.
Always remember, advertising is an investment in the future of your business.