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Welcome to the Edcom Webinar What Advertising Can and Cannot Do
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
