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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
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Disadvantages of TV Advertising Costs Lack of selectivity Fleeting message Clutter Limited viewer attention Distrust and negative evaluation
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Advantages of Radio Advertising Cost and efficiency Selectivity Flexibility Mental Imagery Integrated marketing opportunities
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Limitations of Radio Advertising Creative limitations Fragmentation Chaotic buying procedures Limited research data Limited listener attention Clutter
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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
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Disadvantages of Magazine Advertising Costs Lack of selectivity Fleeting message Clutter Limited viewer attention Distrust and negative evaluation
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Advantages of Newspaper Advertising Cost and efficiency Selectivity Flexibility Mental Imagery Integrated marketing opportunities
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Limitations of Newspaper Advertising Creative limitations Fragmentation Chaotic buying procedures Limited research data Limited listener attention Clutter
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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
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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”
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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
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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
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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
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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
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Sales Promotion is good for… Getting attention Getting liking (maybe) Getting trial Getting purchase But again, be careful what message is conveyed
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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
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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
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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
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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
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Advantages of PR Credibility Cost Avoid clutter Generate leads Access to small groups at reasonable $ Image building
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Disadvantages of PR Loss of control Hard to measure Incomplete communication
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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)
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