Advantages of TV Advertising

1
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

2
Disadvantages of TV Advertising

• Costs
• Lack of selectivity
• Fleeting message
• Clutter
• Limited viewer attention
• Distrust and negative evaluation

3
Advantages of Radio Advertising

• Cost and efficiency
• Selectivity
• Flexibility
• Mental Imagery
• Integrated marketing opportunities

4
Limitations of Radio Advertising

• Creative limitations
• Fragmentation
• Chaotic buying procedures
• Limited research data
• Limited listener attention
• Clutter

5
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

6
Disadvantages of Magazine Advertising

• Costs
• Lack of selectivity
• Fleeting message
• Clutter
• Limited viewer attention
• Distrust and negative evaluation

7
Advantages of Newspaper Advertising

• Cost and efficiency
• Selectivity
• Flexibility
• Mental Imagery
• Integrated marketing opportunities

8
Limitations of Newspaper Advertising

• Creative limitations
• Fragmentation
• Chaotic buying procedures
• Limited research data
• Limited listener attention
• Clutter

9
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

10
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

11
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

12
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

13
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

14
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 didnt work out)
• But be careful what message is conveyed

15
Sales Promotion is good for

• Getting attention
• Getting liking (maybe)
• Getting trial
• Getting purchase
• But again, be careful what message is conveyed

16
Key Aspects of Sales Promotion to Keep in Mind

• Its an extra incentive
• Its a sales accelerator, often
• Often the channel is the target
• It can be consumer oriented, trade oriented, or
  aimed at business customers

17
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

18
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

19
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

20
Advantages of PR

• Credibility
• Cost
• Avoid clutter
• Generate leads
• Access to small groups at reasonable
• Image building

21
Disadvantages of PR

• Loss of control
• Hard to measure
• Incomplete communication

22
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)