Ad Nauseam: Your Message Here

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Ad NauseamYour Message Here

• Jeff Barroga
• Kelli McCurry

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Management of Sales Promotions and Publicity

• Role of Sales Promotion
• Types of Sales Promotion
• Evaluating Sales Promotions
• Publicity Management

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Types of Sales Promotion
Premiums
Demonstrations and Sampling
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Eight Most Popular Types ofJoint-Sponsored Sales
Promotions
1. Coupons in retailer ads
2. Cents-off
3. In-store coupons
4. Refunds
5. Electronic, in-store displays
6. Samples
7. Premiums
8. Sweepstakes
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Percentage of RebatesRedeemed by Dollar Value
Value Redeemed
Greater than 50 88
25.00 - 49.99 48
15.00 - 24.99 18
5.00 - 14.99 11
2.00 - 4.99 5
Less than 2.00 1






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Evaluating Sales Promotions What they Can and
Cannot Achieve

• Can Achieve
• Inspire consumers
• Stimulate sales
• Combat competition
• Encourage repeat usage
• Reinforce advertising

• Cannot Achieve
• Fight non-acceptance
• Overcome crappy people
• Give consumers a compelling reason to continue
  purchasing a product in the long run
• Turn bad sales around permanently

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Publicity Management

• Integrate with other parts of the mix

• Advantages
• Objective
• Credible
• Appeals to a mass audience

• Disadvantages
• Difficult to control and time

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Non-Traditional Advertising

• Why?
• Reaching consumers is getting harder
• A growing focus on micro-targeting
• Consumers are tired of traditional methods
• Online click-through rates are sluggish
• What were talking about
• New non-traditional methods
• Outdoor advertising
• Human billboards
• Impressive results
• Industry growth

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Have a Minute?Capturing a Captive Audience

• Elevators

• Bathrooms

• Floor Graphics

• Gasoline Pump Nozzles

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A Proliferation of Advertising Venues

• Emerging advertising methods
• Automobile ad wraps (360?)
• Cell phones
• Hotel key cards
• Beach sand
• Fresh Fruit

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Outdoor Advertising5 of Global Advertising
Billboards (50) Street Furniture (18)
Transport (26) Ambient (16)

• 18.3 Billion 2003 Rev
• Street Furniture Fastest Growing

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Advertising Gets PhysicalThe Advent of the Body
Billboard

• SnoreStop
• 37,325 for forehead
• GoldenPalace.com
• 4000 for tummy
• Need a body?
• TatAd.com
• E-bay
• Wanted Dinosaur Hunters

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It Gets Results

• Retailers are happy
• Floor graphics
• 25-27 sales increase
• Shopping carts
• 10 increase
• Gas pump nozzles
• 40-300 increase
• Costs less than traditional methods

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Growth in Ambient Media

• 51 industry growth since 2000
• Ad Nauseam

COMPANY AD MEDIUM EARLY ACHIEVEMENT
C E New Media Inc. Hackensack, N.J. Supplies and restroom walls in bars and restaurants Bar glass promos for ESPN and movie debuts
Beach 'n Billboard Inc. Leonia, N.J. Blanket-size impressions on public-beach sand Skippy peanut butter, Snapple, and ABC-TV ads at Seaside Heights, N.J.
Fruit Label Co. Los Angeles Stickers on supermarket produce Ads on 15 million apples for Ask Jeeves search engine
PoleMax Media Group LLC Dallas Wraparound banners on protective padding placed on gas station and convenience store light poles Four-color ads for McDonald's, Gatorade, and the Texas Lottery
KeyAd LLC San Antonio Plastic key cards and key card folders for hotel rooms Trade show exposure for Sterling Truck Corp. at the Great American Trucking Show
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Questions?
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Sources

• Alt.advertising. McMurray, Shandley, Profit,
  11831324, Mar2005, Vol. 24, Issue 1
• Harvard Business Review Case
• JCDecaux
• Advertising. Brian Steinberg and Suzanne Vranica.
  Wall Street Journal. (Eastern edition). New York,
  N.Y. Dec 30, 2004.  pg. B.1
• It's an Ad, Ad, Ad, Ad World . DANIEL EISENBERG.
  Time Magazine. September 2, 2002.