Welcome to the Edcom Webinar What Advertising Can and Cannot Do

“don’t tell my mother I work in an advertising agency; she thinks I play piano in a whorehouse.” Jacques Seguela

Stand Tall!

Advertising Can Create Brands

£2.80

£1.20

How Can You Tell You Have A Brand?

It Can Change Behaviour

It Can Make Money

It Can Create Jobs

It Can Set The Record Straight

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BUT Advertising Can’t Do Everything PRODUCT

Variety Quality Design

Features Brand name Packaging Services

Environment

PRICE

List price

Discounts

Allowances

Payment periods

Credit terms

Elasticity

PROMOTION

Advertising

Direct Marketing

Sales Promotion

Sponsorship

PR

Social media

PLACE Channels Coverage

Assortments Location Inventory

Transportation Logistics Storage

What the

client has to think about

PEOPLE Salespeople Colleagues Consumers

Shareholders

PROCESS Systems

Materials Factory

Location Energy costs

PHYSICAL EVIDENCE Delivery of

service

It Can’t Make You Buy

It Can’t Target Only Those Likely To Buy

It Can’t Make A Bad Product Good

“There is a great deal of advertising that is much better than the product. When that happens all that the good advertising will do is put you out of business faster.”

Jerry Della Famina

“Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.”

Leo Burnett

“advertising is the most fun you can have with your clothes on.” Jerry Della Famina

Please refer to www.eacaeducation.eu for news of upcoming talks and other webinars