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Lesson 6.2 The Promotional Mix ─ Advertising. Goals List the many forms of advertising discuss advantages and disadvantages of each type of advertising. Promotional Mix. Promotional Mix: strategy created by adopting a blend of some, if not all, of the types of promotion available.

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lesson 6 2 the promotional mix advertising
Lesson 6.2The Promotional Mix─Advertising

Goals

  • List the many forms of advertising
  • discuss advantages and disadvantages of each type of advertising

Chapter 6

promotional mix
Promotional Mix
  • Promotional Mix: strategy created by adopting a blend of some, if not all, of the types of promotion available
slide3

Five Types of Promotion in Promotional Mix

  • Personal selling
  • Advertising
  • Direct Marketing
  • Sales Promotion
  • Public Relations

Product Promotion Activities

Institutional Promotion Activities

slide4

To succeed as a business, your customers need to know about your business AND the products/services you offer

Goal of Promotion = AIDA

Attract Attention, Build Interest, Build Desire and get customer’s to Act

advertising

Advertising

As part of the Promotional Mix

advertising1
Advertising
  • Advertising a paid form of communication sent out by a business about a product or service
    • very important for small and/or new businesses
    • Purpose: Communicates with potential customers details about your products and services and why customers should buy from you

Chapter 6

advertising2
Advertising
  • Advertising should clearly communicate your message and image
    • If low price is your message, highlight this in ads
    • Large companies hire advertising agencies – costly
    • Small business usually handle their own
type of advertising
Type of Advertising

What are some types of Advertising you can think of?

  • Student contributions:
type of advertising1
Type of Advertising

What are some types of Advertising you can think of?:

  • Online
  • Television
  • Radio
  • Newspaper
  • Direct Mail
  • Magazine
  • Outdoor
  • Transit
  • Social Networking
online advertising
Online Advertising
  • Online advertising still new – uses different guidelines than print
    • Graphics, photos, layouts, text and design must be professional for a positive impact
    • used when customers extend beyond the local (home town) market
  • Cost effective way to promote products
  • Can interact with customersvia chat rooms, blogs, and e-newsletters
common types of online advertising
Common types of online advertising
  • Banner ad – graphic image in a box across the top or down side of web page
  • FloatingAd – ad that moves across the screen or floats above the page content
  • WallpaperAd – ad that changes the background of the page being viewed
  • TrickBanner – banner ad that looks like a dialog box with buttons appearing as an error message or alert
  • Pop-UpAd – new window that opens in front of the current window with an ad
  • Pop-UnderAd – new window that loads behind the current window and appears when user closes the active window
charging for online advertising
Charging for Online Advertising
  • Cost per Mil (CPM)
      • the advertiser is charged based on the exposure of the message to a specific audience
      • priced per thousand viewers reached with the message
  • Cost Per click (CPC)
      • the advertiser is charged based on the number of user clicks on the advertisement
      • viewers respond to the ad by clicking on the hyperlink within the ad
  • Cost per Action (CPA)
      • the advertiser is charged when a user takes an action to complete a form
      • advertisers prefer this type of charge for banner ads
disadvantages of online advertising
Disadvantages of Online Advertising
  • your marketing materials are available for anyone in the world to copy (logos, images, trademarks, ect.)
  • Viewers perceive it as SPAM mail – ignore it
    • utilize software to block promotions
television advertising
Television Advertising
  • Most Effective way to reach a large number of people quickly
  • Can communicate through sight and sound
  • Can be creative, entertaining, and informative
  • Two types:
    • Commercials - last less than a minute
    • Infomercials - last ½ hour or more and provide in-depth coverage about a specific product
  • Most costly form or advertising

Chapter 6

infomercial
Infomercial
  • Include price, contact number, and buy now deals!
  • Usually on Paid programming channels
  • ½ or more in length
television advertising fees
Television Advertising Fees
  • Fees include:
    • length of time of the commercial
    • the costs of producing the commercial
  • National advertising most expensive
  • Local TV offers affordable rates for small businesses
  • Example:
    • $250 for a 1 minute commercial that cost you $2000 to produce. You plan to air it 30 times. How much does the commercial cost?
      • $200* 30 = $7500 + $2000 = $9,500
disadvantages of television ads
Disadvantages of Television Ads
  • it is very expensive
  • difficult to make changes once the ad is complete
  • Viewers are annoyed and use time to get snacks, use restroom, or have a DVR
super bowl tv ads
Super bowl TV Ads
  • reaching more than 90 million viewers
  • spectacular and innovative in most cases
  • Highly anticipated even before the game
  • Typically costs millions of dollars for 30 seconds
    • 2013 record high for cost?
    • $4 million for a 30 second ad
    • Best of 2012
radio advertising
Radio Advertising
  • less expensive than television advertising
  • listener demographics are more specific than television
    • easier to reach target audience
    • Ex: rock stations target teenagers/young adults
  • Fees:
    • pay for air time
    • pay for production costs

Chapter 6

disadvantages of radio advertising
Disadvantages of Radio Advertising
  • the message is purely audio
    • a visual of the product is not shown
  • listeners may forget what they hear
  • listeners may tune out during commercials
  • May need to hire someone to create an ad

Chapter 6