1. 4.04 Understand promotional channels used to communicate with targeted audiences

2. What is a promotional channel?
Specific medium used in reaching intended audience such as newspapers, radio stations, and television, etc.

3. Promotional Channels
Advertising is a promotional channel used to communicate with targeted audiences.
There are many forms of advertising
The media is one channel of advertising.

4. What is advertising?
Any non-personal paid form of communication designed to inform, persuade, or remind customers about a good or service

5. What is media?
The agencies or means used by a company to convey an advertising message

6. What is cooperative advertising ?
Occurs when a manufacturer helps a retailer pay for advertising costs
For example: Kellogg’s gives Kroger money to help them advertise Kellogg’s cereals

7. Advertising includes:
Print Media
Newspapers
Magazines
Direct Mail
Outdoor Advertising
Directory Advertising
Transit advertisements

8. Magazines Advantages Disadvantage Color printing is visually appealing
Ability to target the desired audience
Higher quality medium than newspapers
Higher cost to create and produce
More lead time required than for newspapers

9. Direct Mail Advantages Disadvantages
Can be highly selective and flexible with the format and timing
Inexpensive to create and produce
Low response rates
Expensive to distribute
Often viewed as “junk mail”

10. Newspaper Advantages Disadvantages Low cost
Distribution level of the newspaper is known
Limited distribution
Limited life span
Black and white print is less visually appealing

11. Directory- telephone books
Advantages
Disadvantages
Allows targeting based on geographic
Targets all demographics
Printed frequently, making changing the ad difficult
Limited space and quality of advertisement

12. Outdoor- signs/billboards
Advantages
Disadvantages
Relatively inexpensive
24/7 visibility
Limited viewing time
Increased government regulations

13. Transit- Buses, Trains, etc.
Advantages
Disadvantages
Wide, captive audience
Economical
Subject to defacement
Inability to target a specific audience

14. Advertising includes: (con’t)
Broadcast Media
Television
Radio

15. Television Advantages Disadvantages
Ability to demonstrate product features and benefits
Advertisers choose target audience based in time and station programming
High production and airtime cost
Short life span
New technology enables viewers to skip commercials

16. Radio Advertisements Advantages Disadvantages Cost effective
Can be created and changed quickly
Ability to reach a target audience through various station formats
Appeals only to sense of sound
Short life span
Channel surfing

17. Advertising includes: (con’t)
Online Media
Electronic Direct Mail
Online Ads

18. Online Ads- banner and pop-ups
Advantages
Disadvantages
Inexpensive
Can be interactive
Viewed as a nuisance
Often a low response rate

19. Electronic Direct Mail- ad messages via email.
Advantages
Disadvantages
Ability to target audience
Inexpensive
Personalized message
May be viewed as a nuisance
Spam filter can reduce authorized

20. Advertising includes: (con’t)
Specialty Media
Giveaways

21. Specialty Media-Inexpensive, useful items with company’s name and/or logo
Advantages
Disadvantages
Company’s name is visible
Customers enjoy freebies
Limited distribution
Some recipients never become customers (wasted)

22. Advertising Agencies help to…
Design ads and ad campaigns

23. References
2006 Marketing curriculum PowerPoint 6.02