the continuing power of mass advertising - jrm

Jay R ModiMarwanVangie

Mass Advertising Introduction Old Types Modern Types Innovative Conclusion!

Advertisement: is a form of communication whose

purpose is to inform potential customers about products and services and how to obtain and use them.

Advantages Direct Better call back results

Disadvantages Cost New Technology difficulty (pop-up blocker, on

demand TV)

Television and RadioWebsites and E-mail broadcasting Social gathering and exhibitionsPoster sites (hoardings, taxi-cabs, buses) Display advertising Word of Mouth

Wider coverage Easy to copy Demographic and Geographic

segments Visual and audio capabilities Complete Information

Temporary nature High cost Hard to target customers Consumer resistance Customer use of technology No interaction Repeatable theme No control

Catch People in the Bottlenecks

elevator screens, escalator steps

Use a Trojan Horse Coffee cups in conference rooms

Target People at Play Golf carts with ad-supported GPS devices

Get People to Play Games Interactive posters and mats that allow

people to try product features

Creativity Creativity Creativity Creativity Creativity