1. Advertising

2. What is Advertising? A form of communication that influences an individual to purchase something.

3. Branding

4. What is Branding? The promotion of consumer awareness of a particular brand of goods or services.

6. Is advertising really effective? Marlboro Cigarettes First sold in 1902 Targeted at women Abandoned in the 1940’s

7. The Marlboro Mommy?

8. The Marlboro Cowboy

9. Advertising my Business Who are my customers going to be? What area are they located in? How are they going to use my business? What makes my business different?

10. Print Advertising Newspapers – Good for reaching specific areas Magazines – Good for reaching people with specific interests

11. Broadcast Television Reaches the largest audience Does not target a specific group Radio Good at reaching a targeted group

12. Yellow Pages Good for service businesses like plumbers, electricians, and locksmiths Restaurants can post menus Pages can also be linked to online searches

13. Internet Banner ads Associates your business with a trusted web site E-mail marketing Cheaper than direct mail

14. Guerrilla Marketing Uses unconventional advertising to attract new customers Attracting new customers and keep existing customers

15. Van's Harley-Davidson advertised a "Cat Shoot“ It brought calls from the media, Humane Society, SPCA, local police chief and even the Mayor, wanting to know what was going on. The media jumped on it. Van's was on front pages of three major newspapers. What everyone saw on the day of the event was a six-foot high cartoon cat that they could shoot-- with a paint ball gun at three shots for a dollar. Signs announced that all proceeds would go to the Humane Society. Reporters and crews from print, radio and TV showed up and Van's got even more coverage.

16. Viral Marketing Uses social networks to promote a business by word of mouth Facebook MySpace Twitter YouTube

17. Stealth Marketing Undercover marketing program that tries to create word of mouth advertising about a product