Promotion Principles

Keep in Mind....What Media Sources will you use....due next week...

Television

Traditional Media

So now that you have 1001 tools to use, which ones will you choose?

Radio

Select Carefully, and if it helps, walk a day through the shoes of your target market(s).

Prospectus – Section 3 List of Advertising Media Selection Necessary For the Campaign

This is going to be a listing of media sources, you can organize this by vendor, or by type (billboard, tv commercial, etc.).

Remember various types of promotion, including electronic and unique sources. Really define your listing of advertising/promotion sources.

And a hint, start collecting cost data for media rate section.

Television

Radio

Outdoor

Newspaper

Internet

Magazine

Direct Mail

Does your Target Market work all day? Examples of a typical work day and how you are exposed to ads.....

Outdoor

• A favorite wake-up radio station or one that is listened to during the commute to work
• A favorite morning news show or newspaper
• Trade or business journals that are examined while at work
• A radio station that is played during office hours at work
• Favorite computer sites that are accessed during work
• Favorite magazines that are read during the evening hours
• Favorite television shows that are watched during the evening hours
• Internet sites that are accessed during leisurely hours
• Shopping, dining, and entertainment venues that are frequented

Digital Marketing

Interactive Marketing

Combines all of the components of e-commerce. Digital Marketing includs anything with a digital footprint.

Media Planning...

Two-way communication and involvement

Internet ideal medium

Can track activity

Personalize messages

Emphasizes two primary activities

• Targeting individuals
• Engaging consumers

Newspaper

Reach & Frequency

Internet

Developing Logical Combinations of Media

Direct Mail

Magazine

Direct Mail Mania

Promotion Principles

Chapter 8,9 & 10 stuff

Reach represents the number of people, households, or businesses in a target audience that are exposed to a media vehicle or message schedule at least once during a specified time period, which is usually 4 weeks.

Frequency is the average number of times an individual, household, or business is exposed to a particular advertisement within a specified time period, again usually within 4 weeks.

Online Social Networks

Presented in part by Sara Skowronski

SEO - Search Engine Optimization

• 75% of Internet users participate in social media
• Advertisers spent $7.72 billion on social media
• 2/3 went to Facebook

Facebook

• 800 million users worldwide
• Display ads
• Companies have pages – fans
• Offer discounts or special promotions

Twitter

• Micro-blogging service
• Monitor what customers are saying
• Interact with customers

80% of Web traffic begins with a search

Three methods of SEO

• Paid search insertion
• Natural or organic emergence
• Paid search ads

Viral Marketing

Message passed from one consumer to another

• E-mail
• Blogs

Form of advocacy or word-of-mouth endorsement

Viral marketing messages

• Advertisements
• Hyperlinked promotions
• Online newsletters
• Streaming videos
• Games

What is SEO?

Google

Ad Words

Alternative Media Programs

Branded Entertainment

Buzz Marketing

Buzz Marketing

Guerilla Marketing

Lifestyle marketing

Experiential marketing

Product placement

Branded Entertainment

• Brand woven into the storyline
• Use increased sharply with reality shows
• Also found in novels, plays, songs, and movies

Word-of-mouth marketing

Higher credibility

Fast growth – now $1 billion annually

Methods of generating buzz

• Consumers who like a brand
• Sponsored consumers
• Company or agency generated buzz

Alternative Media Venues

Buzz Marketing Precautions

• Video games
• Cinemas
• Subways
• Street and mall kiosks
• Escalators
• Parking lots
• Airlines
• Shopping bags
• Clothes

• Brand must be unique, new, or perform better
• Brand must stand out
• Advertising should be
• Memorable
• Intriguing
• Different
• Unique
• Customers must get involved
• Buzz marketing works because
• People trust someone else’s opinion
• People like to give their opinion

You can basically Advertise Anywhere....

Guerilla Marketing

Product Placement

• Developed by Jay Conrad Levinson
• Instant results with unique, low-cost approaches
• Focus on region or area
• Involve interacting with consumers
• Create excitement
• Goal is to generate buzz
• Grassroots efforts
• Alternative media
• Engobi (Integrated Campaign)

10 Worst Product Placement Examples of All Time!

Reasons for Using Guerilla Marketing

• Planned insertion
• Used since 1890s
• Biggest surge in 1982 – E.T. and Reese’s Pieces
• Product placements
• Increased awareness
• More positive attitude toward brand
• No immediate impact on sales
• Low cost per viewer
• Movies
• DVD movie rental
• Pay-per-view television
• Television

• To find new ways to communicate with customers
• To interact with customers
• To make advertising accessible to consumers
• To impact a spot market
• To create buzz
• To build relationships with consumers

Experiential Marketing

Direct marketing + Field Marketing + Sales Promotions

Lifestyle Marketing

Steps to Create Positive Experiences:

1. Clear, concise target segment

2. Identify right time, right place

• Engage emotionally
• Engage logically

3. Clearly reveal brand’s promise

• Associated with hobbies and entertainment
• Contacting consumers where they go for
• Relaxation
• Excitement
• Socialization
• Enjoyment

Competency Covered:

Explain the function of advertising in the promotional mix.

List and describe the different media utilized by advertising.