COMPANY ADVERTISING

What Makes it Effective?

PROMOTION Includes:

Advertising

Publicity

Sales promotions

Advertising

Interest

Desire

Action

THE AIDA FORMULA

How do customers find out about my Product/Service Strategies – referral, ads, flyers etc.

Customer Willingness to try Product/Service How to encourage them

What is competition doing? Right? Wrong? Sustainable / Unsustainable competitive

advantage How can I improve on competitions offering?

How do other compare me with competition?

MORE ANALYTICAL QUESTIONS

DEPENDS ON: Audience you want to

reach # of people to see

advertising Trading area $$$’s in budget How media matches with

Product/service Target market

CHOOSING MEDIA

This refers to paid use of media to inform the public of the product:RadioTelevisionPrint (magazines etc)WebBillboardsDirect/indirect mail

ADVERTISING

Non-paid methods of increasing interest or awareness:News storiesSponsorshipsContestsWord-of-mouthReputation

PUBLICITY

Special offers and incentives to encourage sales: Deferred paymentCouponsBonus productDraw

SALES PROMOTIONS

Sales people use personal relationships to:Make customers feel importantDisplay featuresAnswer questionsEnhance reputation

Very important for industrial or institutional customers

PERSONAL SELLING

WHAT MAKES A GOOD TELEVISION ADVERTISEMENT? FedEx Caveman & Castaway

http://www.youtube.com/watch?v=148dowDhkVY http://www.youtube.com/watch?NR=1&v=Bj3esvJv33M

Monster.com “When I Grow Up” http://www.youtube.com/watch?v=rJB0CzlzSwY

Geico “Woodchucks” http://www.youtube.com/watch?v=DjGwusHrOtk

Nissan Leaf “Polar Bear” http://www.youtube.com/watch?v=VRZNA_3K2zA

K-fee Energy Drink http://www.youtube.com/watch?v=FnJ645xph3o

Bridgestone “Mr. Potatohead” http://www.youtube.com/watch?v=Pn7z1y6iU_E

Bell “Dieppe” http://www.youtube.com/watch?v=Dd1FNPx_YN4

Capital One “Yellow shirt” http://www.youtube.com/watch?v=eUXElznzuVU&feature=related

Transport Accident Commission – Australia http://www.youtube.com/watch?v=5Z23CzSONiU

Nolan’s Chedder http://www.youtube.com/watch?v=6tCtM8UEQv8&feature=related

WHAT MAKES A GOOD PRINT ADVERTISEMENT?

IS THE AD EFFECTIVE? Did it grab your attention? Did it hold your interest? Did it communicate its message quickly

and directly without making you guess what was going on?

Could you relate to the message? Was it memorable? Did the message create a desire for the

product or service?