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Principles of Marketing

Learn about different types of advertising media including print, broadcast, online, and specialty media. Discover the purpose of advertising and its key components such as headlines, illustrations, and taglines. Uncover effective strategies like AIDA and how to avoid common pitfalls in advertising. Case studies like AFLAC demonstrate successful advertising campaigns. Explore the world of comparative advertising and innovative media strategies used by marketers today.

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Principles of Marketing

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  1. Principles of Marketing What are we doing? All Things Promotion Trade Promotion

  2. Advertising

  3. The concept and purpose of advertising • The different types of advertising media What you’ll learn . . .

  4. Advertising and Its Purpose • Advertising is any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor • Advertising is everywhere!

  5. Types of Media • Print Media • Broadcast Media • Online Advertising • Specialty Media Media are the agencies, means, or instruments used to convey advertising messages to the public.

  6. Print Media Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards. They are among the oldest and most effective types of advertising.

  7. Newspaper Advertising • Local (Salt Lake Tribune) or National (USA Today) • Daily or weekly • Shopper • Little editorial content • Delivered free

  8. Magazine Advertising • Classified as • Local, regional, or national • Weeklies, monthlies, and quarterlies • Consumer or business (trade)

  9. A billboard gets right to the point

  10. Transit Advertising • Uses public transportation facilities • Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals

  11. Broadcast Media • Includes radio and television • The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime.

  12. Television Advertising • Communicates with sound, action, and color. • Prime time is between 8 and 11 p.m. • Is appealing to large companies with widespread distribution.

  13. Radio Advertising Radio • Radio reaches 96 % of people over 12 yrs which makes it very effective • Best times are “drive times” – morning and late afternoon/early evening

  14. Online Advertising • Placing advertising messages on the Internet • Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search

  15. Specialty Media • Relatively inexpensive, useful items with an advertisers name printed on them • Given away with no obligation attached • Calendars, magnets, pens, pencils, memo pads, and key chains

  16. Other Advertising Media • Businesses are constantly creating innovative means of transmitting their messages • Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc.

  17. Parts of a Print Advertisement

  18. Print Advertisements • Any type of advertising that is in written format, such as: • Newspaper ad • Magazine ad • Billboards (outdoor advertising) • Transit ads (buses, bus stations, bus stops, taxis, trucks)

  19. Main Parts of a Print Ad • Headline • Illustration • Body Copy • Signature

  20. Headline • A strong statement which includes the major selling point • Must grab the reader’s attention • Must be short (no more than 7 words) • Example: EAT MOR CHIKIN

  21. Illustration • Reinforces the headline • Shows how your product works or what it looks like • Must grab the reader’s attention • Example: Chick-Fil-A Cows

  22. Body Copy • Text that persuades the reader to buy your product • Must be interesting • Must tell the reader something that he/she wants to know.

  23. Tag-Line • Summarizes your product or the philosophy of your company • It should encourage the reader to act, i.e. to go and find out more and buy the product.

  24. Company Details • Name • Address • Telephone numbers • Fax • E-mail address • Logo

  25. AIDA An ad will only have a few seconds to influence someone, so a good ad uses the following formula: • A - Attention (Awareness): attract the attention of the customer. • I - Interest: raise customer interest by demonstrating features, advantages, and benefits. • D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. • A - Action: lead customers towards taking action and/or purchasing.

  26. Spoiling Ads • Clutter – If you fill the space full of words and pictures, people will be put off reading it. Small writing is difficult to read. • Jargon – Difficult words and long sentences put people off • Facts & Figures – No one wants to read a boring load of facts and figures. Use the minimum to get people interested.

  27. When AFLAC when 10 years old, only 13% of U.S. recognized AFLAC Old ads: “warm and fuzzy” similar to other insurance ads Goal: break through advertising clutter 1999: AFLAC developed the “duck” campaign to enhance brand awareness Incredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run c AFLAC

  28. Comparative advertising can be extremely persuasive

  29. Media planners for Absolut vodka work with creatives to design ads targeted to specific audiences. The ad at left appears in theater playbills.

  30. Marketers are increasingly using alternate forms of media to reach their target markets. What other examples can you think of besides those shown below?

  31. ReddiWip is one product whose media strategy includes heavy ad expenditures prior to Thanksgiving. What types of products would benefit from a media flightingstrategy? Flighting  term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item

  32. Definition • Public Relations: • Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

  33. Press Relations Product Publicity Public Affairs Public Relations Public Relations Functions • Lobbying • Investor Relations • Development

  34. Public Relations • Role & Impact of Public Relations • Advantages: • Strong impact on public awareness at a lower cost than advertising • Greater credibility than advertising • Publicity is often underused • Good public relations can be a powerful brand-building tool

  35. News Speeches Corporate Identity Materials Mobile Marketing Public Relations Public Relations Tools • Special Events • Written Materials • Audiovisual Materials • Public Service Activities

  36. vs. According to textbook which is the better print ad?

  37. Which Samsung ad grabs your attention? Why?

  38. vs. Positive Message – which has the better message?

  39. vs.

  40. Direct Marketing

  41. Public Relations • - any activity designed to create a favorable image of a business, its products, or its policies.

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