Advertising

What is Advertising?

A form of communication that influences an individual to purchase something.

Branding

What is Branding?

The promotion of consumer awareness of a particular brand of goods or services.

Is advertising really effective?

• Marlboro Cigarettes• First sold in 1902• Targeted at women• Abandoned in the 1940’s

The Marlboro Mommy?

The Marlboro Cowboy

Advertising my Business

• Who are my customers going to be?• What area are they located in?• How are they going to use my business?• What makes my business different?

Print Advertising

• Newspapers–Good for reaching specific areas

• Magazines–Good for reaching people with specific

interests

Broadcast

• Television Reaches the largest audience Does not target a specific group• Radio Good at reaching a targeted group

Yellow Pages

• Good for service businesses like plumbers, electricians, and locksmiths

• Restaurants can post menus• Pages can also be linked to online searches

Internet

• Banner ads Associates your business with a trusted web site• E-mail marketing Cheaper than direct mail

Guerrilla Marketing

• Uses unconventional advertising to attract new customers

• Attracting new customers and keep existing customers

• Van's Harley-Davidson advertised a "Cat Shoot“• It brought calls from the media, Humane Society, SPCA,

local police chief and even the Mayor, wanting to know what was going on.

• The media jumped on it. Van's was on front pages of three major newspapers.

• What everyone saw on the day of the event was a six-foot high cartoon cat that they could shoot--with a paint ball gun at three shots for a dollar.

• Signs announced that all proceeds would go to the Humane Society.

• Reporters and crews from print, radio and TV showed up and Van's got even more coverage.

Viral Marketing

• Uses social networks to promote a business by word of mouth

• Facebook • MySpace• Twitter • YouTube

Stealth Marketing

• Undercover marketing program that tries to create word of mouth advertising about a product