Presentation Transcript

1. Unit 6 - Promotion

   Chapter 19- Advertising

2. There are many forms of advertising to fit all kinds of budgets. A large company such as Procter & Gamble typically spends 25 to 30 percent of its revenues on advertising. A small firm might consider spending 2 percent Types of Advertising
3. When planning an advertising budget and strategy, do you think it is important to study how and where the competition is advertising? Can you think of two businesses that have similar products but different advertising campaigns? Examples: Coke vs. Faygo, Meijer Brand vs. Name Brand WHAT DO YOU THINK?
4. There are two main types of advertising Promotional Advertising The goal is to increase sales The targets are consumers or business-to-business customers PROMOTIONAL and INSTITUTIONAL
5. Can introduce a new business, change in company image, promote a new product, or encourage the use of a particular service Promotional cont…
6. Institutional Advertising Tries to create a favorable image for a company and foster goodwill in the marketplace. There are many institutional advertising techniques in use today. Connecting its name to a worthy cause helps a company make a favorable impression on its customers. INSTITUTIONAL
7. Media The agencies, means, or instruments used to convey advertising messages to the public The four general categories are: Print Broadcast Online Specialty TYPES of MEDIA
8. Print Media includes advertising in newspapers, magazines, direct mail, signs, and billboards. PRINT MEDIA
9. Broadcast media encompass radio and television. Over a lifetime of 70 years, the average person will spend nearly 10 years watching television. They will spend almost 6 years listening to the radio You can see why it would be so popular BROADCAST MEDIA
10. There are about 11,600 local cable systems More than 66 percent of the estimated 98 million households with a television set are cable television subscribers. Television is the ultimate advertising medium for many businesses because it can combine all the creative elements Sight, sound, action, and color BROADCAST MEDIA Cont…
11. Online advertising is a form of advertising that uses either e-mail or the World Wide Web. It is still a small part of overall advertising spending, but is growing. Online sales totaled $6.5 billion in 2003 generating 1.09 trillion impressions An impression is a single appearance of an ad on a computer user’s screen (Pop-up or banner ad) ONLINE ADVERTISING
12. EXAMPLE
13. Specialty media also called giveaways or advertising specialties are relatively inexpensive, useful items featuring an advertiser’s name or logo. Must be practical, used frequently, and placed in locations with high visibility Include hats, calendars, pens, etc (Think baseball games). SPECIALTY MEDIA
14. Media Planning is the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective. MEDIA PLANNING
15. Audience The number of homes or people exposed to and ad Impression A single exposure to an advertising message Frequency The number of times an audience sees or hears an advertisement Cost per Thousand (CPM) The media cost of exposing 1,000 readers or viewers to an advertising impression 19.2 MEDIA MEASUREMENT
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