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Mastering Advertising and Promotion in Santa Barbara

Learn key strategies, budgeting tips, target audience insights, media choices, and advertising terms to develop an effective marketing plan for your business in Santa Barbara. Presented by industry experts.

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Mastering Advertising and Promotion in Santa Barbara

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  1. Advertising and Promotion in Santa Barbara What you need to know to develop a plan!

  2. Presenters Steve Patchen, Score Mentor srp1930@gmail.com Sarah Sinclair, Advertising Director, SB Independent sarah@independent.com Kim Clark, Partner and VP of Business Development, Noozhawk kim.clark@noozhawk.com Gabriele Huth, Account Executive, SB News-Press ghuth@newspress.com

  3. Size of Advertising & Promotion Budget • A/S Ratio (Advertising Age, by industry) • Task (Define by various objectives) • Unit (Auto industry) • Acquisition (cost) per sale

  4. Characteristics of Your Audience • Demographics • Psychographics • Special interests • Residential zip codes

  5. How to Reach Them Most Effectively and Economically • Media habits • For products…in-store display and shelf space • Direct marketing • Word of mouth

  6. Santa Barbara’s Most Popular Media Choices • Santa Barbara Independent • Sarah Sinclair • Noozhawk • Kim Clark • Santa Barbara News-Press • Gabriele Huth • Go Viral with Google, Bing, Yelp, • Facebook, LinkedIn, Craig's List

  7. “One-half the money I spend on advertising is wasted. The trouble is I don’t know which half.” Jon Wanamaker • Measure and adjust • Poll clients • Fine tune

  8. Best Media for Demonstrable Products and Services • Internet • Sight and sound • Infomercial • Multi-media buy • Spokesperson • QVC/HSN

  9. Outsourcing Your Advertising? • Freelance vs. agency • Each has advantages and disadvantages • Be more productive with outside help

  10. Advertising Terms REACH: total number of different people or households exposed, at least once, to a medium during a given period FREQUENCY: number of times this audience is exposed to an ad RATINGS: percentage of total potential audience who choose a particular media vehicle over another. In broadcast media the number of households with their radio/tv tuned to a particular station/channel or program for a specified length of time divided by the total number of households that own radio/tv. Read more: http://www.businessdictionary.com/definition/rating.html#ixzz38Wp2IWTe

  11. Advertising Terms (cont’d) SHARE: percentage of radio/tv turned to a particular station or channel during a given time period IMPRESSIONS: number of audience exposed to a media schedule. On the web, basis on which advertising is sold; usually 10 ppg views or hits equals one impression TRAFFIC COUNTS: study and analysis of the number and kinds of people passing by a particular location, determining the potential buying power in a given area

  12. Differentiate Your Business From The Competition USP Positioning Branding

  13. Thank you for attending. We have SCORE mentors here today waiting to assist you. Upcoming SCORE Workshops September: TBA October 8: Social Media, presented by Masen Yaffee President, New Directions in Computing

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