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4.04 Understand promotional channels used to communicate with targeted audiences

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.

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4.04 Understand promotional channels used to communicate with targeted audiences

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  1. 4.04 Understand promotional channels used to communicate with targeted audiences

  2. What is a promotional channel? Specific medium used in reaching intended audience such as newspapers, radio stations, and television, etc.

  3. 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.

  4. What is advertising? • Any non-personal paid form of communication designed to inform, persuade, or remind customers about a good or service

  5. What is media? • The agencies or means used by a company to convey an advertising message

  6. What is cooperative advertising ? • Occurs when a manufacturer helps a retailer pay for advertising costs For example: Kellogg’s gives Harris Teeter money to help them advertise Kellogg’s cereals

  7. Advertising includes: • Print Media • Newspapers • Magazines • Direct Mail • Outdoor Advertising • Directory Advertising • Transit advertisements

  8. Magazines Advantages Disadvantage Higher cost to create and produce More lead time required than for newspapers • Color printing is visually appealing • Ability to target the desired audience • Higher quality medium than newspapers

  9. Direct Mail Advantages Disadvantages Low response rates Expensive to distribute Often viewed as “junk mail” • Can be highly selective and flexible with the format and timing • Inexpensive to create and produce

  10. Newspaper Advantages Disadvantages Limited distribution Limited life span Black and white print is less visually appealing • Low cost • Distribution level of the newspaper is known

  11. Directory- telephone books Advantages Disadvantages Printed frequently, making changing the ad difficult Limited space and quality of advertisement • Allows targeting based on geographic • Targets all demographics

  12. Outdoor- signs/billboards Advantages Disadvantages Limited viewing time Increased government regulations • Relatively inexpensive • 24/7 visibility

  13. Transit- Buses, Trains, etc. Advantages Disadvantages Subject to defacement Inability to target a specific audience • Wide, captive audience • Economical http://twistedsifter.com/2012/06/50-funny-creative-billboards/

  14. Advertising includes: (con’t) • Broadcast Media • Television • Radio

  15. Television Advantages Disadvantages High production and airtime cost Short life span New technology enables viewers to skip commercials • Ability to demonstrate product features and benefits • Advertisers choose target audience based in time and station programming

  16. Radio Advertisements Advantages Disadvantages Appeals only to sense of sound Short life span Channel surfing • Cost effective • Can be created and changed quickly • Ability to reach a target audience through various station formats

  17. Advertising includes: (con’t) • Online Media • Electronic Direct Mail • Online Ads

  18. Online Ads- banner and pop-ups Advantages Disadvantages Viewed as a nuisance Often a low response rate • Inexpensive • Can be interactive

  19. Electronic Direct Mail- ad messages via email. Advantages Disadvantages May be viewed as a nuisance Spam filter can reduce authorized • Ability to target audience • Inexpensive • Personalized message

  20. Advertising includes: (con’t) • Specialty Media • Giveaways • Contests • Rebates

  21. Specialty Media-Inexpensive, useful items with company’s name and/or logo Advantages Disadvantages Limited distribution Some recipients never become customers (wasted) • Company’s name is visible • Customers enjoy freebies

  22. Contests and Rebates Contests Rebates amount paid by way of reduction, return, or refund on what has already been paid or contributed. It is a type of sales promotion marketers use primarily as incentives to product sales. • Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. • No fee

  23. Advertising Agencies help to… • Design ads and ad campaigns

  24. Direct Advertising • Direct-Response: Customer responds to an advertisement • Intended to motivate the consumer to take action

  25. Word-of-Mouth • One of the most influential marketing techniques used in business • Positive: Increases Sales • Negative: Decreases Sales • Amplified WOM: Providing information to activists to share with others

  26. Public Relations • Building goodwill among an organization’s target market through communication with the public • Press releases, company newsletters, annual reports, and companies web sites all are examples of PR • Crisis Management

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