advantages of tv advertising creativity and impact coverage and cost effectiveness (but what about...

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

Disadvantages of TV Advertising

• Costs

• Lack of selectivity

• Fleeting message

• Clutter

• Limited viewer attention

• Distrust and negative evaluation

Advantages of Radio Advertising

• Cost and efficiency

• Selectivity

• Flexibility

• Mental Imagery

• Integrated marketing opportunities

Limitations of Radio Advertising

• Creative limitations

• Fragmentation

• Chaotic buying procedures

• Limited research data

• Limited listener attention

• Clutter

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

Disadvantages of Magazine Advertising

• Costs

• Lack of selectivity

• Fleeting message

• Clutter

• Limited viewer attention

• Distrust and negative evaluation

Advantages of Newspaper Advertising

• Cost and efficiency

• Selectivity

• Flexibility

• Mental Imagery

• Integrated marketing opportunities

Limitations of Newspaper Advertising

• Creative limitations

• Fragmentation

• Chaotic buying procedures

• Limited research data

• Limited listener attention

• Clutter

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

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”

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

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

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

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 didn’t work out)

• But be careful what message is conveyed

Sales Promotion is good for…

• Getting attention

• Getting liking (maybe)

• Getting trial

• Getting purchase

• But again, be careful what message is conveyed

Key Aspects of Sales Promotion to Keep in Mind

• It’s an extra incentive

• It’s a sales accelerator, often

• Often the channel is the target

• It can be consumer oriented, trade oriented, or aimed at business customers

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

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

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

Advantages of PR

• Credibility

• Cost

• Avoid clutter

• Generate leads

• Access to small groups at reasonable $

• Image building

Disadvantages of PR

• Loss of control

• Hard to measure

• Incomplete communication

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)