1

Marketing Activities

2

Radio Advertising is Good when......

You need to reach local markets You have enough budget to advertise on several stations You have a simple message

Advertising

3

Cost and efficiency

Selectivity

Flexibility

Mental Imagery

Integrated marketing opportunities

Advantages of Radio Advertising

4

Creative limitations

Fragmentation

Chaotic buying procedures

Limited research data

Limited listener attention

Clutter

Limitations of Radio Advertising

5

You need to reach several segments that are fairly similar or they are going through the same hierarchy of effects

You need to convey a dynamic message or one with strong visual imagery

Your message can be grasped in 30 seconds

You have an ample budget

TV Advertising is Good when...

6

Costs

Lack of selectivity

Fleeting message

Clutter

Limited viewer attention

Distrust and negative evaluation

Disadvantages of TV Advertising

7

Creativity and impact

Coverage and cost effectiveness

Captivity and attention

Selectivity and flexibility

Advantages of TV Advertising

8

You need to target special interest groups

Magazine readers regularly read the ads

A static, visual message can work well

Customers are looking in the magazine for

information on products they are seeking

Magazine Advertising is Good when........

9

Selectivity

Reproduction Quality

Creative flexibility

Permanence

Prestige

Consumer receptivity and involvement

Services

Advantages of MagazineAdvertising

10

Costs

Limited reach and frequency

Long lead time

Clutter and competition

Disadvantages of MagazineAdvertising

11

Your target market segments are local

A special interest group lines up well with a

particular newspaper section

An incentive is being advertised, or

A special event of somewhat broad interest

is being advertised

Newspaper Advertising Works Well When....

12

Extensive penetration

Flexibility

Geographic selectivity

Reader involvement and acceptance

Services offered

Advantages of Newspaper Advertising

13

Poor reproduction

Short life span

Lack of selectivity

Clutter

Limitations of Newspaper Advertising

14

When price promotion is consistent with brand image or positioning

When introducing a new product

When trying to move inventory, or trying to get the most out of a bad idea (e.g. a clothing line that didn’t work out)

Be careful what message is conveyed

Good Reasons to use Sales Promotion

15

It is an incentive to get customers, channel members, or the sales force to take some action (like buying)

There are 2 types - Price reduction effect (e.g. rebates, coupons)- Incentive based on something other than

price (e.g. a contest)

Always conveys one or more messages, intended or unintended

Sales PromotionCont

16

Getting attention

Getting trial

Getting purchase

But again, be careful what message is

conveyed

Sales Promotion is good for..

17

It is an extra incentive

It is a sales accelerator, often

The channel is the target

It can be consumer oriented, trade oriented,

or aimed at business customers

Key Aspects of Sales Promotion to Keep in Mind

18

Power of retailers

Lower brand loyalty

More sensitivity to promotion

More brands

Fragmented consumer market

Short term view

More accountability

Competition

Clutter

Use of Sales Promotion has grown due to…

19

Manage relationship with publics e.g. :

Consumers Government Community Investors Employees General public Industry News media

Publicity is managing relationships with news media

Public Relations and Publicity

20

Credibility

Cost

Avoid clutter

Generate leads

Access to small groups

Images building

Advantages of PR

21

Loss of control

Hard to measure

Incomplete communication

Disadvantages of PR