So, advertising's dead?
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...It didn’t work
I tried an ad once...
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“Advertising is dead”
“Newspapers are closing”
“Viewers deserting TV in droves”
“FM Radio is crap”“The Sky Is Falling” “ Run for the hills”
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Or is it?
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AIDA
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AwarenessInterest
DesireAction
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Share
AwarenessInterest
Desire
Action
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Reach
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Frequency
• 7 to 9 times
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Call to action
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Right message
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Newspapers (Interest, Action) - Big reach
- Targeted placement– Convey lots of info– Timely (supermarkets)– Large format – good for branding & awareness– Flick past
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Tips:* Don’t buy full page* Don’t run ad & edit together
* Readership Vs Circulation * Purchased Vs Free
* Newsprint stock
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Radio (Awareness.....Action)– Highly visual– Convey stuff you can’t afford to shoot for TV– Companion medium – goes with you
(work,shops,car)– Relatively cheap– Big reach– Cost effective creative scheduling– Live reads– Very retail– Buy last minute– Easy to produce
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Tips: * Sponsorship credits usually rubbish * Cross promotions rarely targeted to your position
* Less than 30 to 40 ads in week won’t be heard
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Magazines (Interest, Desire)– Long life– Targeted to special interest– They engage– Very little clutter– Little wastage– Quality reproduction
Tips: * Long deadlines
* Think placement or broken sizes
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Television (Awareness)– Huge reach– Credibility– Drives awareness– Drives word of mouth– Nearly all senses– Special Event/Occasion association
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Outdoor (Awareness)
• Location, location, location• Awareness• Frequency• Campaign support - Reminder
• Tips: Few words
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Web (Awareness, Interest, Desire, Action & Sharing)
• Mass Media – Small individual numbers• Targeted• Cluttered• Pay for what you get• Still interruption• At Point of Sale• Shareable
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• What to ask the sales rep– Audience– Distressed space– Bonuses– Positioning– Production– ABC or CAB– Their own research
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• Ratings– 600 households have a black box– 200 households have a diary
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