MARKETING

Assignment: Each group will get a topic and will have to create a poster on researched information Define – in your own words (can use books or internet). Give advantages and disadvantages Give examples Have relevant pictures. Be ready to teach idea – poster should be creative and visually appealing! (POSTER BOARD in back) You have 30 minutes When complete pick up the MAGIC SQUARES: PROMOTION ON THE FRONT TABLE AND COMPLETE.

Continue to work on your poster; you have 10 minutes. When complete: Take out a piece of paper and take notes on your poster Label it 4.02 NOTES

Advertising media are channels of communication Information travels through them to consumer Mass media - advertisement they reaches a lot of people at the same time. EXAMPLES?

Publications Newspapers Reach a large audience Just about anyone can place an ad in a newspaper Newspapers are divided into sections that are useful in promoting different kinds of products Newspapers vary based on: How often they are published Their size Geographic area they cover (national, regional, local) Whom they are intended to target

Publications Magazines Appeal to a very specific target audience i.e. Golf Digest for golfers, Teen Vogue for teenage girls Can be classified based on the audience they reach: Consumer magazines For personal enjoyment – People, Sports Illustrated Business magazines Appeal to individuals in different industries or a general population of workers – Business Week, BrandWeek

Direct Mail Printed Mail Ex. Sales letters, catalogs (niche), flyers, postcards, etc. Small businesses like to use because it is relatively inexpensive Can be viewed as junk mail if it is not sent to the right people Electronic Mail ( ) Popular because it is quick, easy and inexpensive Can end up in SPAM folders - to avoid this ask customers to sign up for newsletters and ads (opt-in marketing) Easiest means to evaluate the effectiveness of advertisement

Broadcast Media – considered a “time” media not a “space” media because the ads last only as long as they are on the air Television (Mass Media)+ Experience color, sound, and action making them easy to remember and believable The most influential, best selling type of advertising media Channels are chosen based on type of audience and cost Network TV (ABC, NBC, CBS, FOX) reach a broad audience but are extremely expensive Cable TV channel s target a more specific audience and are less expensive Local TV targets a specific geographic and is the least expensive

Broadcast Media Radio Effective and affordable way to reach your target market Targets a specific audience through he stations format Trends: National Radio Broadcasting over the Internet

The Internet Has became the fastest growing media outlet Can target a specific audience and track response Ex. Business websites, ads on others’ websites or search engines, etc.

Out-of-Home Exists to reach people when they are away from home Ex. Billboards, Signs, Transit posters (on things that move – i.e. bus, taxi, blimp, etc.), humans holding signs, etc.

Ads in Virtual Worlds Companies creating avatars for businesses – i.e. Second Life SMS Text Sending ads through text messages Cheap and can target a specific audience Consumers avoiding ads Do not call list Spam filters Pop up blockers DVR – but do you still catch the brands while you are fast forwarding?

Telemarketing Calling prospective customers and providing a number for them to call Movie Theater Advertising Before the film, posters & standups in the lobby Other Media (cont.) DVD & CD-ROM Advertising Free to introduce the product to the customer Product Placement Manufacturers pay for the their products to be used as props in movies, TV, and computer games

Other Media (cont.) Specialty Media – reminds people of your business, must have three criteria: Have the businesses name or logo on it Must be a useful item – i.e. pen, shirt, cap, etc Must be given away Directory Advertising – informs on how to contact the business with phone number, address or website Phone books (Yellow Pages) can target specific geographics

Types of Direct Adv: Telephone Marketing Direct-Mail Marketing Catalog Marketing. Online Marketing Kiosk Marketing

Direct-Response Television Marketing – direct marketing via television including direct-response advertising (infomercials) and home shopping channels. Direct-Response Advertising – television spots (60 or 120 seconds) persuasively describing a product and giving a toll-free number for ordering. Also includes 30-minute infomercials. Home Shopping Channels – television programs or entire channels dedicated to selling goods and services.

Focusing on customer satisfaction Improving product quality and usability Responding to concerns and criticism Opening a dialog and listening to people Earning customer loyalty Organic marketing: Occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm.

Developing tools that enable people to share their opinions Motivating advocates and evangelists to actively promote a product Giving advocates information that they can share Using advertising or publicity designed to create buzz or start a conversation Identifying and reaching out to influential individuals and communities Researching and tracking online conversations Amplified marketing: Occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities.

Advertisement Out-of-home

Advertisement Specialty

Advertisement Internet

Institutional Public relations

IN Sports Illustrated Adv Print media magazine

Personal selling

Word of mouth organic

Advertisement, Broadcast, TV

Adv Product placement

Trends in adv Consumer avoid ads

Advertisement Directory media