the continuing power of mass advertising - jrm
DESCRIPTION
The Continuing Power of Mass AdvertisingTRANSCRIPT
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