Advertising January 16th 2012
Types of Advertising • Broadcast Advertising - Normally advertising through radio or television • Print Advertising - Newspaper, magazines • Internet Advertising - Youtube, Hotmail, Facebook, etc • Outdoor Advertising (on-the-go places) - billboards, signs, license plates, etc
Benefits of Internet Advertising 1. Wider Audience 2. Targeted Audience 3. Lower Cost 4. Statistically Efficient
How to Decide When, Where, and How to Advertise Push / Pull Strategy - Marketing has always been push marketing but if demand is abnormally high, consumers pull marketing - Push production is based on forecast demand and pull production is based on actual or consumed demand
Value Equation • The value assigned to a product is all in the mind of the consumer. • Value is not only ‘price’. It can be quality as well. • Will the product keep me warm? Will it last as long as competitors? • In tourism, we are selling experience. That assumed experience is how tourists ‘equate’ value.