Date post: | 21-Dec-2015 |
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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
Disadvantages of TV Advertising
• Costs
• Lack of selectivity
• Fleeting message
• Clutter
• Limited viewer attention
• Distrust and negative evaluation
Advantages of Radio Advertising
• Cost and efficiency
• Selectivity
• Flexibility
• Mental Imagery
• Integrated marketing opportunities
Limitations of Radio Advertising
• Creative limitations
• Fragmentation
• Chaotic buying procedures
• Limited research data
• Limited listener attention
• Clutter
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
Disadvantages of Magazine Advertising
• Costs
• Lack of selectivity
• Fleeting message
• Clutter
• Limited viewer attention
• Distrust and negative evaluation
Advantages of Newspaper Advertising
• Cost and efficiency
• Selectivity
• Flexibility
• Mental Imagery
• Integrated marketing opportunities
Limitations of Newspaper Advertising
• Creative limitations
• Fragmentation
• Chaotic buying procedures
• Limited research data
• Limited listener attention
• Clutter
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
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”
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
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
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
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
Sales Promotion is good for…
• Getting attention
• Getting liking (maybe)
• Getting trial
• Getting purchase
• But again, be careful what message is conveyed
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
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
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
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
Advantages of PR
• Credibility
• Cost
• Avoid clutter
• Generate leads
• Access to small groups at reasonable $
• Image building
Disadvantages of PR
• Loss of control
• Hard to measure
• Incomplete communication
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)