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Transcript
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 • • • • 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
