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Transcript
4.04 Understand promotional channels used to communicate with targeted audiences What is a promotional channel? Specific medium used in reaching intended audience such as newspapers, radio stations, and television, etc. 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. What is advertising? • Any non-personal paid form of communication designed to inform, persuade, or remind customers about a good or service What is media? • The agencies or means used by a company to convey an advertising message What is cooperative advertising ? • Occurs when a manufacturer helps a retailer pay for advertising costs For example: Kellogg’s gives Kroger money to help them advertise Kellogg’s cereals Advertising includes: • Print Media –Newspapers –Magazines –Direct Mail –Outdoor Advertising –Directory Advertising –Transit advertisements 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 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” 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 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 Outdoor- signs/billboards Advantages • Relatively inexpensive • 24/7 visibility Disadvantages • Limited viewing time • Increased government regulations Transit- Buses, Trains, etc. Advantages • Wide, captive audience • Economical Disadvantages • Subject to defacement • Inability to target a specific audience Advertising includes: (con’t) • Broadcast Media –Television –Radio 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 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 Advertising includes: (con’t) • Online Media –Electronic Direct Mail –Online Ads Online Ads- banner and pop-ups Advantages • Inexpensive • Can be interactive Disadvantages • Viewed as a nuisance • Often a low response rate 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 Advertising includes: (con’t) • Specialty Media –Giveaways 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) Advertising Agencies help to… • Design ads and ad campaigns