1. What Makes it Effective?
Company Advertising
What Makes it Effective?

2. Promotion
Includes:
Advertising
Publicity
Sales promotions

3. The AIDA Formula
Advertising
Interest
Desire
Action

4. 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?

5. 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

6. 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

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

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

9. 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

10. What makes a Good Television Advertisement?
FedEx Caveman & Castaway
Monster.com “When I Grow Up”
Geico “Woodchucks”
Nissan Leaf “Polar Bear”
K-fee Energy Drink
Bridgestone “Mr. Potatohead”
Bell “Dieppe”
Capital One “Yellow shirt”
Transport Accident Commission – Australia
Nolan’s Chedder

11. What makes a Good Print Advertisement?

13. 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?