1 / 26

4.04 Understand promotional channels used to communicate with targeted audiences

4.04 Understand promotional channels used to communicate with targeted audiences. What is a promotional channel? . Specific medium used in reaching intended audience such as newspapers, radio stations, and television, etc. Promotional Channels.

hagen
Download Presentation

4.04 Understand promotional channels used to communicate with targeted audiences

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 4.04 Understand promotional channels used to communicate with targeted audiences

  2. What is a promotional channel? Specific medium used in reaching intended audience such as newspapers, radio stations, and television, etc.

  3. Promotional Channels • Advertising is a promotional channel used to communicate with targeted audiences. • There are many forms of advertising • The media is one channel of advertising.

  4. What is advertising? • Any non-personal paid form of communication designed to inform, persuade, or remind customers about a good or service

  5. What is media? • The agencies or means used by a company to convey an advertising message

  6. What is cooperative advertising ? • Occurs when a manufacturer helps a retailer pay for advertising costs For example: Kellogg’s gives Harris Teeter money to help them advertise Kellogg’s cereals

  7. Advertising includes: • Print Media • Newspapers • Magazines • Direct Mail • Outdoor Advertising • Directory Advertising • Transit advertisements

  8. Magazines Advantages Disadvantage Higher cost to create and produce More lead time required than for newspapers • Color printing is visually appealing • Ability to target the desired audience • Higher quality medium than newspapers

  9. Direct Mail Advantages Disadvantages Low response rates Expensive to distribute Often viewed as “junk mail” • Can be highly selective and flexible with the format and timing • Inexpensive to create and produce

  10. Newspaper Advantages Disadvantages Limited distribution Limited life span Black and white print is less visually appealing • Low cost • Distribution level of the newspaper is known

  11. Directory- telephone books Advantages Disadvantages Printed frequently, making changing the ad difficult Limited space and quality of advertisement • Allows targeting based on geographic • Targets all demographics

  12. Outdoor- signs/billboards Advantages Disadvantages Limited viewing time Increased government regulations • Relatively inexpensive • 24/7 visibility

  13. Transit- Buses, Trains, etc. Advantages Disadvantages Subject to defacement Inability to target a specific audience • Wide, captive audience • Economical http://twistedsifter.com/2012/06/50-funny-creative-billboards/

  14. Advertising includes: (con’t) • Broadcast Media • Television • Radio

  15. Television Advantages Disadvantages High production and airtime cost Short life span New technology enables viewers to skip commercials • Ability to demonstrate product features and benefits • Advertisers choose target audience based in time and station programming

  16. Radio Advertisements Advantages Disadvantages Appeals only to sense of sound Short life span Channel surfing • Cost effective • Can be created and changed quickly • Ability to reach a target audience through various station formats

  17. Advertising includes: (con’t) • Online Media • Electronic Direct Mail • Online Ads

  18. Online Ads- banner and pop-ups Advantages Disadvantages Viewed as a nuisance Often a low response rate • Inexpensive • Can be interactive

  19. Electronic Direct Mail- ad messages via email. Advantages Disadvantages May be viewed as a nuisance Spam filter can reduce authorized • Ability to target audience • Inexpensive • Personalized message

  20. Advertising includes: (con’t) • Specialty Media • Giveaways • Contests • Rebates

  21. Specialty Media-Inexpensive, useful items with company’s name and/or logo Advantages Disadvantages Limited distribution Some recipients never become customers (wasted) • Company’s name is visible • Customers enjoy freebies

  22. Contests and Rebates Contests Rebates amount paid by way of reduction, return, or refund on what has already been paid or contributed. It is a type of sales promotion marketers use primarily as incentives to product sales. • Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. • No fee

  23. Advertising Agencies help to… • Design ads and ad campaigns

  24. Direct Advertising • Direct-Response: Customer responds to an advertisement • Intended to motivate the consumer to take action

  25. Word-of-Mouth • One of the most influential marketing techniques used in business • Positive: Increases Sales • Negative: Decreases Sales • Amplified WOM: Providing information to activists to share with others

  26. Public Relations • Building goodwill among an organization’s target market through communication with the public • Press releases, company newsletters, annual reports, and companies web sites all are examples of PR • Crisis Management

More Related