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
References
• 2006 Marketing curriculum
PowerPoint 6.02