CHAPTER 23 PROMOTION "People
are very sophisticated about advertising now. You have to entertain them. You have to present a product honestly and wit...
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 . . . ." 1
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?___________________
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1961
Target audience?________________________ 3
A.
C.
B. D.
IDENTIFY THE CHARACTERS/DATE:A.__________________.B.____________ ______C.___________________________D._______________ ______ TARGET AUDIENCE FOR EACH?_______________________
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ONE OF ADVERTISING’S MOST INFLUENTIAL PEOPLE
_______________ _______________ 5
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.
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IF YOUR ADVERTISING GOES UNNOTICED, EVERYTHING ELSE IS _________. Which means what? 1)____________________________ ______________________________ ______________________________ _________________________. 7
"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with________________, something that will _____________and _______________the consumer, and be sure you're saying it like it's never been said before." WHAT IS HARD SELL? WHAT IS SOFT SELL? 8
A GOOD PRODUCT DOES NOT GUARANTEE _________ OR INSTANT __________. YOU MUST__________________ ____________________________ ___________________________. 9
PROMOTION 1. Informing the public about ________________________. 2. _______they need your product. 3. _______it will fill their needs. 4. Two types of promotion: a. _______________ b. _______________ 10
COMMUNICATION MODEL 1. 2. 3. 4.
__________ – company that develops product __________ – advertising about product __________ – prospective customer __________– was promotion successful 11
WHAT IS ADVERTISING? 1. ____________________ ____________________ 2. ____________________ 12
WHY ADVERTISE: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
To inform and educate consumers. To introduce a new product or business. To announce an improvement or product change. To reinforce important product features and benefits. To increase the frequency of use of a product. To increase the variety of uses of a product. To convince people to enter a store. To develop a list of prospects. To make a brand, trademark, or slogan familiar. To improve the image of a company or product. To gain support for ideas or causes. 13
METHODS OF GETTING THE MESSAGE TO THE PUBLIC 1. 2. 3. 4. 5. 6. 7. 8.
Publication advertising Mass Media Advertising Outdoor Advertising Direct Advertising Display Advertising Internet YouTube IM/Cell Phones 14
“The effectiveness of advertising can only be measured in______________________” The question isn’t whether or not_______________________, you simply must decide______ __________________________ __________________________. 15
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?____ 16
SOME QUESTIONS YOU SHOULD CONSIDER BEFORE BUYING ADS ARE: 1. ___________is the best to use? 2. How important is___________? 3. Is there a way to buy space and time that__________________ ________________________? 17
Internet 75 Million+ customer base $16.7B in 2006 Prediction: over $20B in 2007 ACTUAL SPENDING IN 2007 WAS $_______________
_______________________________________________ _______________________________________________ Full blown, five page color website on the Internet – ______________________________________________ Website ______________________________________________
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PLANNING AND MANAGING ADVERTISING Budget____________________ __________________________ Timing Holidays Advertise over the year
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PERSONAL SELLING is defined as ______________________________. The salesperson bridges the gap between the _______________ and the __________________________________. They must understood? ___________________________________ ___________________________________.
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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. 24
There is no one -- sure-fire -- best way to advertise your product or service. It is important to explore the various advertising media and select those which will most effectively convey your message to your customers in a cost-efficient manner. Always remember, advertising is an investment in the future of your business. 25
