1. Aim: How do you effectively create a product and advertise it?
12/10/2019
Aim: How do you effectively create a product and advertise it?

3. What is Advertising?
Advertising is a way to get your message to your desired audience
Objective is to create awareness, motivation, trial and provide information
To do this right, you need a plan

4. What to include in an advertising plan?
Advertising objectives and goals
Advertising strategies, both media and creative
Implementation
Evaluation
Budget

5. What’s your marketing goal?
Your marketing goal is basically what you want to accomplish through promotion
Are you trying to fill mid-week rooms, attract seasonal visitors, generate phone calls?

6. How do you build an advertising strategy?
Ask yourself these four questions
Who are you trying to reach?
What do you want to say to them?
How, when, and where are you going to reach them?
Why you have chosen the steps you have selected?

7. Who are you trying to reach?
This is your Target Market.
You want to create the right message for the right person
What do you know about your consumer and what do they think of you?

8. Frequency
As a general rule, it takes exposures to a message to gain retention and action by a potential customer
A message can be a combination of exposure raging from advertisements, editorials, to word-of-mouth recommendations
A receptive or familiar market may need fewer exposures than a new unfamiliar market.

9. Who’s your audience?
It’s a good idea to do some research on your consumer. You might be surprised at what you find.
Here’s what you’ll want to know:
Location
Age
Marital/Family Status
Income
Life stage
Travel Patterns

10. What do you want to say?
This is where you decide your creative strategy.
What do you want your audience to think or know about you?
How can you convey this message?
What are the needs and wants of your target consumer?

11. What are my media choices?
Television
Radio
Magazine
Newspaper
Direct Mail
Outdoor
Transit

12. Television
Network – most costly, but reaches the largest amount of people
Spot – can pick a specific audience in a specific area
Cable - less expensive than prime time on major networks and you can pinpoint audiences very precisely.

13. Television Advantages Can reach up to 95% of homes in the US
Capable of targeting specific audiences
Disadvantages
Very Costly
Wasted Coverage
Breaking through clutter

14. Radio
Advantages
Segmented Media
Tailor to profile your audience
Immediate
Greater flexibility
Disadvantages
Can’t see products
Breaking through the clutter

15. Magazines
Advantages
Great number of special interest pubs
Great Color reproduction
Capable of producing beautiful imagery
Regional versions available for some magazines
Disadvantages
National magazines are costly and could include wasted coverage
Printed less frequently with early deadlines

16. Newspapers Advantages Great local medium with excellent reach
Timing is very flexible
Good call for immediate action
Disadvantages
Rarely saved by purchaser
Poor color reproduction
Limited use of fine or detailed imagery

17. Direct Mail Advantages Greatest audience selectivity
More complete information on your destination or attraction
Disadvantages
Often thought of as junk mail

18. Outdoor Advantages Most cost-effective medium Good visibility Flexible
You know exactly where your ad is
Disadvantages
No lengthy messages
Fleeting
Easily forgotten

19. Transit Advantages Audience selectivity
Concise, breakthrough messages are critical
Disadvantages
Heavy travel times not conducive to reading copy

20. Internet Advantages Fastest growing medium Active reader involvement
Desirable demographic profiles
Disadvantages
Difficult to control user over time
Return on investment is difficult to measure
Not everyone is online

21. Timing Your Advertising
Two factors to consider:
Purchase frequency
- the more frequently a product is purchased, the less repetition is required
Forgetting rate
- the speed at which a person will forget a brand if no advertising is seen nor heard