4.04 Understand promotional channels used to communicate with targeted audiences
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Transcript of 4.04 Understand promotional channels used to communicate with targeted audiences
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4.04 Understand promotional channels used to communicate
with targeted audiences
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What is a promotional channel?
Specific medium used in reaching intended audience such as newspapers, radio stations, and television, etc.
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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.
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What is advertising?• Any non-personal paid form of communication
designed to inform, persuade, or remind
customers about a good or service
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What is media?• The agencies or means
used by a company to convey an advertising
message
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What is cooperative advertising ?
• Occurs when a manufacturer helps a
retailer pay for advertising costs
For example: Kellogg’s gives Harris Teeter money
to help them advertise Kellogg’s cereals
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Advertising includes:
• Print Media–Newspapers–Magazines–Direct Mail
–Outdoor Advertising–Directory Advertising
–Transit advertisements
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Magazines
Advantages• Color printing is
visually appealing• Ability to target the
desired audience• Higher quality
medium than newspapers
Disadvantage• Higher cost to
create and produce• More lead time
required than for newspapers
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Direct Mail
Advantages• Can be highly
selective and flexible with the format and timing
• Inexpensive to create and produce Disadvantages
• Low response rates• Expensive to
distribute • Often viewed as
“junk mail”
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Newspaper
Advantages• Low cost• Distribution level of
the newspaper is known
Disadvantages• Limited distribution• Limited life span• Black and white
print is less visually appealing
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Directory- telephone books
Advantages• Allows targeting
based on geographic
• Targets all demographics
Disadvantages• Printed frequently,
making changing the ad difficult
• Limited space and quality of advertisement
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Outdoor- signs/billboards
Advantages• Relatively
inexpensive• 24/7 visibility
Disadvantages• Limited
viewing time• Increased
government regulations
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Transit- Buses, Trains, etc.
Advantages• Wide, captive
audience• Economical
Disadvantages• Subject to
defacement• Inability to
target a specific audience
http://twistedsifter.com/2012/06/50-funny-creative-billboards/
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Advertising includes: (con’t)
• Broadcast Media–Television
–Radio
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Television
Advantages• Ability to
demonstrate product features and benefits
• Advertisers choose target audience based in time and station programming
Disadvantages• High production
and airtime cost• Short life span• New technology
enables viewers to skip commercials
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Radio Advertisements
Advantages• Cost effective • Can be created and
changed quickly• Ability to reach a
target audience through various station formats
Disadvantages• Appeals only to
sense of sound• Short life span• Channel surfing
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Advertising includes: (con’t)
• Online Media–Electronic Direct Mail
–Online Ads
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Online Ads- banner and pop-ups
Advantages• Inexpensive• Can be interactive
Disadvantages• Viewed as a
nuisance• Often a low
response rate
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Electronic Direct Mail- ad messages via email.
Advantages • Ability to target
audience• Inexpensive• Personalized
message
Disadvantages• May be
viewed as a nuisance
• Spam filter can reduce authorized
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Advertising includes: (con’t)• Specialty Media
• Giveaways• Contests• Rebates
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Specialty Media-Inexpensive, useful items with company’s name and/or logo
Advantages • Company’s name is
visible• Customers enjoy
freebies
Disadvantages• Limited
distribution• Some
recipients never become customers (wasted)
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Contests and Rebates
Contests• Promotional
scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill.
• No fee
Rebates• amount paid by
way of reduction, return, or refund on what has already been paid or contributed. It is a type of sales promotion marketers use primarily as incentives to product sales.
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Advertising Agencies help to…
• Design ads and ad campaigns
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Direct Advertising
• Direct-Response: Customer responds to an advertisement
• Intended to motivate the consumer to take action
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Word-of-Mouth
• One of the most influential marketing techniques used in business
• Positive: Increases Sales• Negative: Decreases Sales• Amplified WOM: Providing
information to activists to share with others
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Public Relations
• Building goodwill among an organization’s target market through communication with the public
• Press releases, company newsletters, annual reports, and companies web sites all are examples of PR
• Crisis Management