Support / Alternative / Nonmeasured / Nontraditional Media: help reach people in the target
audience that primary media (TV, print) may not have reached
Promotional Products Marketing:
- Advertising Specialty items (ASIs):
- Imprinted, useful, or decorative products distributed FREE
- Other than the company’s product
- Not reliant on product purchase
- Typically includes brand dame
- To keep brand name in front of customer
- Premium:
- O er on an item of merchandise or service either FREE OR AT A LOW PRICE WITH THE
PURCHASE OF A PRODUCT
- Other than the company’s product
- Reliant on product purchase
- Free or for a discounted price
- May not have brand name
- Extra incentive to buy product
- +: frequency, exibility, goodwill
- -: poor image, saturation, lead time
Out-of-Home (Outdoor) Advertising
- Billboards, street furniture, transit, place-based (in atables)
- Measurement:
- REACH: How many people are exposed to a message at least once in a speci ed period of
time
- FREQUENCY: How many times one person is exposed to a message in a speci ed period of
time
- TOP categories: legal services, hospitals and clinics, domestic hotels and resorts, colleges,
chain food stores…
- +: wide local coverage, high frequency, creation of awareness, creativity
- -: limited message capability, wearout, waste coverage, measurement problems
- measure by geopath
Advertising in Movie Theaters:
+: audience mood, good recall, lack of clutter, proximity, segmentation, cost ($30 per screen)
-: irritation
Branded Entertainment: blends marketing and entertainment through tv, lm…
- +: high frequency, source association, high recall
- -: time of exposure, limited appeal, clutter, public reactions
Product Placement
Product Integration: brand is woven into the storyline (paid or unpaid)
! Movie makers do not need permission to include a product brand as long as it’s not negatively
defaming the product!
Direct Marketing = DIRECT TO CONSUMER
= organizations communicate directly with target customers to generate a response
- uses a set of direct-response media (mail, email, tv)
Direct mail: segmentation capabilities (PRIZM)
Email: staying out of spam!, reason to respond, personalize, make it easy to unsubscribe
+: segmentation capability, personalization, measurements of e ectiveness
-: image factors, accuracy problems
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Marketers Use of the Internet
- ecommerce: more than double in 2024 than in 2019
- 22% of stu bought online in 2024
1. Outbound: ways rm reach out to target consumers
2. Inbound: ways marketers ensure they can be found when consumers search for product or
service
3. Social Media: consumers create content to in uence others
4. Mobile technology
Online Marketing
- display ads (outbound from brand perspective, push from customer perspective)
- search ads (inbound from brand perspective, pull from customer perspective)
Display Ads
- most common: standard banner (0.12% click through)
- rich media increases click through by 267%
- repeated exposure helps
E ective components:
- VP: Value Proposition
- CTA: Call to Action
- Landing page (Inbound): Where “clickers” end up: should correspond to VP and CTA
Behavioral targeting (outbound or inbound?)
- based on targeting customers by tracking their website sur ng behaviors
- retargeting: ads follow a website user and are displayed on every participating subsequent
website the user visits
Contextual ads (outbound or inbound?)
- determined by the content on web page
Search ads
- 74% of consumers begin their product searches on Amazon
- paid vs organic results -> pay to be relevant or just be relevant
- SEO: improving the volume of tra c driven to one’s site by a search engine through organic
results
Successful websites + social media: VP + CTA, easy to use, inform + entertain, lists (TOP 10), tips,
stories
Social Media
- rarely the only source of marketing
- only some consumers wanna engage with some brands, and, even then, only some of the time
- motivation for using: gain information, entertainment
Mobile Marketing
- smartphones: always ON, NEAR, DEAR
- SoLoMo: social, location, mobiles
- 4 keys: be relevant, ask to do something (e.g. download a game), push key bene t, make it
simple and easy to do
- +: target marketing, message tailoring, interactive capabilities, information access, sales
potential, creativity, exposure, speed, complement to IMC, timeliness
- -: measurement problems, clutter, potential for deception, privacy, irritation
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Sales Promotions
- o er EXTRA VALUE OR INCENTIVE for the product to:
- sales force (push)
- distributors (push)
- retailers (push)
- ultimate consumer (pull)
- primary objective: ACCELERATE SALES
- concerns: devalues the brand, encourages customers to purchase on the basis of price, leads
to companies funding short-term promotions and neglecting advertising
- consumer-oriented vehicles: samples, coupons, premiums, contests/sweepstakes, refunds/
rebates, bonus packs, price-o deals, loyalty programs, event marketing
- trade-oriented vehicles: contests, trade allowances, point-of-purchase displays, training
programs, trade shows, cooperative advertising
Consumer franchise-building (CFB) sales promotions
- build long-term brand preference
- help achieve full-price purchases not dependent on promotional o ers
- converting consumers to loyal customers
Nonfranchise-building sales promotions
- generate immediate increase in sales
- do not contribute to building brand identity and image
- merely borrow customers from other brands
Bonus Packs
- extra amount of a product at the regular price by providing larger containers or extra units
= MORE OF THE SAME
Price-O Deals
- reduction in the price of the brand typically o ered right on the package through specially
marked price packs
Premiums
- an item of merchandise or service either free or at a low price
- free premiums: small gifts or merchandise included in product package or sent to consumers
who mail in request and proof of purchase
- self-liquidating premiums: require consumer to pay some or all cost of the premium plus
handling and mailing cots, lower-than-retail prices
Contests
- consumers compete for prizes or money on basis of skills or ability
- winners determined by judging entries
Sweepstakes
- winners determined purely by chance, chose by random selection
- games are a popular form
Loyalty Programs
- accumulate points for continuing to purchase speci c brands
Event Marketing
- a themed activity is developed to create experience for consumers and promote product or
service
PR
= understanding AND trying to managed what is being said by doing good things and preparing
and distributing messages about those things
- implementing the PR program:
- Press release: statement provided to the media (true, factual)
- Press conferences
- Exclusives (o ering one medium exclusive rights to the story)
- Interviews involving a spokesperson
- Community involvement
Publicity
= news, what is BEING SAID BY OTHERS, regardless of what you intended them to say
- di ers from PR by not always being positive and not always being controlled by the
organization
Measuring PR and Publicity: number of positive/negative things reported, where, level of exposure
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Measuring the E ectiveness of of the Promotional Program
- BEFORE, DURING, AFTER
- TIME, COST, DIFFICULTY
- advertising (magazine): di cult
- outdoor media: di cult
- sales promotion (on-package coupon): easy
- PR (news articles): moderate
- Digital (banner ad): easy
- Direct Marketing: moderate
- Testing: Establish and measure communication objectives -> pyramid of communication
objectives -> Use pretests and posttests -> Understand and implement proper research
Broadcast: low involvement, intrusive
Print: high involvement, nonintrusive
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Cost E ciency: superbowl ad: $6.5 million/110 million people * 1,000 = COST PER M (= PER
THOUSAND): + tv and radio
Selectivity: + tv and radio
Mental Imagery: + radio
Integrated Marketing (e.g. connect it with a local event): + radio
Creativity and impact: + tv
Limited Research Data: - radio
Limited attention: - tv and radio
Clutter: - tv and radio
Absolute Cost: - tv
Distrust: - tv