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Company Advertising

Company Advertising. What Makes it Effective?. Promotion. Includes: Advertising Publicity Sales promotions. The AIDA Formula. Advertising Interest Desire Action. More Analytical Questions. How do customers find out about my Product/Service

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Company Advertising

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  1. Company Advertising What Makes it Effective?

  2. Promotion • Includes: • Advertising • Publicity • Sales promotions

  3. The AIDA Formula Advertising Interest Desire Action

  4. More Analytical Questions • How do customers find out about my Product/Service • Strategies – referral, ads, flyers etc. • Customer Willingness to try Product/Service • How to encourage them • What is competition doing? Right? Wrong? • Sustainable / Unsustainable competitive advantage • How can I improve on competitions offering? • How do other compare me with competition?

  5. Choosing Media • DEPENDS ON: • Audience you want to reach • # of people to see advertising • Trading area • $$$’s in budget • How media matches with Product/service • Target market

  6. Advertising • This refers to paid use of media to inform the public of the product: • Radio • Television • Print (magazines etc) • Web • Billboards • Direct/indirect mail

  7. Publicity • Non-paid methods of increasing interest or awareness: • News stories • Sponsorships • Contests • Word-of-mouth • Reputation

  8. Sales promotions • Special offers and incentives to encourage sales: • Deferred payment • Coupons • Bonus product • Draw

  9. Personal Selling • Sales people use personal relationships to: • Make customers feel important • Display features • Answer questions • Enhance reputation • Very important for industrial or institutional customers

  10. What makes a Good Television Advertisement? • FedEx Caveman & Castaway • http://www.youtube.com/watch?v=148dowDhkVY • http://www.youtube.com/watch?NR=1&v=Bj3esvJv33M • Monster.com “When I Grow Up” • http://www.youtube.com/watch?v=rJB0CzlzSwY • Geico “Woodchucks” • http://www.youtube.com/watch?v=DjGwusHrOtk • Nissan Leaf “Polar Bear” • http://www.youtube.com/watch?v=VRZNA_3K2zA • K-fee Energy Drink • http://www.youtube.com/watch?v=FnJ645xph3o • Bridgestone “Mr. Potatohead” • http://www.youtube.com/watch?v=Pn7z1y6iU_E • Bell “Dieppe” • http://www.youtube.com/watch?v=Dd1FNPx_YN4 • Capital One “Yellow shirt” • http://www.youtube.com/watch?v=eUXElznzuVU&feature=related • Transport Accident Commission – Australia • http://www.youtube.com/watch?v=5Z23CzSONiU • Nolan’s Chedder • http://www.youtube.com/watch?v=6tCtM8UEQv8&feature=related

  11. What makes a Good Print Advertisement?

  12. Is the ad effective? • Did it grab your attention? • Did it hold your interest? • Did it communicate its message quickly and directly without making you guess what was going on? • Could you relate to the message? • Was it memorable? • Did the message create a desire for the product or service?

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