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Advertising
What is Advertising?
A form of communication that
influences an individual to
purchase something.
Branding
What is Branding?
The promotion of consumer
awareness of a particular brand
of goods or services.
Is advertising really effective?
• Marlboro Cigarettes
• First sold in 1902
• Targeted at women
• Abandoned in the 1940’s
The Marlboro Mommy?
The Marlboro Cowboy
Advertising my Business
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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?
Print Advertising
• Newspapers
–Good for reaching specific areas
• Magazines
–Good for reaching people with specific
interests
Broadcast
• Television
Reaches the largest audience
Does not target a specific group
• Radio
Good at reaching
a targeted group
Yellow Pages
• Good for service businesses like plumbers,
electricians, and locksmiths
• Restaurants can post menus
• Pages can also be linked to online searches
Internet
• Banner ads
Associates your business with a trusted
web site
• E-mail marketing
Cheaper than direct mail
Guerrilla Marketing
• Uses unconventional advertising to attract
new customers
• Attracting new customers and keep existing
customers
• 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.
Viral Marketing
• Uses social networks to promote a business by
word of mouth
• Facebook
• MySpace
• Twitter
• YouTube
Stealth Marketing
• Undercover marketing program that tries to
create word of mouth advertising about a
product