What Makes it Effective?

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Presentation transcript:

What Makes it Effective? 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 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?

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

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

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

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

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

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

What makes a Good Print Advertisement?

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?