1. What Makes it Effective?

2.  Includes:  Advertising  Publicity  Sales promotions  Personal Selling

3. Advertising Interest Desire Action

4.  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.  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.  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.  Non-paid (most) methods of increasing interest or awareness:  News stories  Sponsorships  Contests  Word-of-mouth  Reputation

8.  Special offers and incentives to encourage sales:  Deferred payment  Coupons  Bonus product  Draws/contests  Special sales  Bonus offers  Product trials/sampling  Point of Sale displays

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

10.  FedEx Caveman & Castaway  http://www.youtube.com/watch?v=148dowDhkVY http://www.youtube.com/watch?v=148dowDhkVY  Monster.com “When I Grow Up”  http://www.youtube.com/watch?v=rJB0CzlzSwY http://www.youtube.com/watch?v=rJB0CzlzSwY  Nissan Leaf “Polar Bear”  http://www.youtube.com/watch?v=VRZNA_3K2zA http://www.youtube.com/watch?v=VRZNA_3K2zA  K-fee Energy Drink  http://www.youtube.com/watch?v=FnJ645xph3o http://www.youtube.com/watch?v=FnJ645xph3o  Bridgestone “Mr. Potatohead”  http://www.youtube.com/watch?v=Pn7z1y6iU_E http://www.youtube.com/watch?v=Pn7z1y6iU_E  Bell “Dieppe”  http://www.youtube.com/watch?v=Dd1FNPx_YN4 http://www.youtube.com/watch?v=Dd1FNPx_YN4  Capital One “Yellow shirt”  http://www.youtube.com/watch?v=eUXElznzuVU&feature=related http://www.youtube.com/watch?v=eUXElznzuVU&feature=related  Transport Accident Commission – Australia  http://www.youtube.com/watch?v=5Z23CzSONiU http://www.youtube.com/watch?v=5Z23CzSONiU

13.  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?