Chap11 Creative Use of Advertising and Promotion

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Chapter 11: Advertising & Promotion 1Copyright 2003 Prentice Hall Publishing Company

Creative Use of

Advertising andPromotion

It Pays to Advertise!




Developing an AdvertisingDeveloping an Advertising

StrategyStrategy

Define the purpose of the advertisingDefine the purpose of the advertising

program.program.

Identify target customers.Identify target customers.

Design an advertising message and pick Design an advertising message and pick

the appropriate media for it.the appropriate media for it.

Build advertising message around aBuild advertising message around a uniqueuniqueselling propositionselling proposition..




Developing A UniqueDeveloping A Unique

Selling Proposition (USP)Selling Proposition (USP)

USPUSP -- A key customer benefit of aA key customer benefit of aproduct or service that answers theproduct or service that answers the

critical question thatcritical question that everyevery customercustomerasks: "asks: "What's in it for meWhat's in it for me?"?"

Identify your product or service's USPIdentify your product or service's USPby describing the primary benefit itby describing the primary benefit it

offers customers and then list otheroffers customers and then list othersecondary benefits it provides.secondary benefits it provides.




Developing A UniqueDeveloping A Unique

Selling Proposition (USP)Selling Proposition (USP)

Briefly list a few facts that support yourBriefly list a few facts that support your

product¶s USP.product¶s USP. Then, focus your ads to stress these topThen, focus your ads to stress these top

benefits and the facts supporting them!benefits and the facts supporting them!




A SixA Six--Sentence AdvertisingSentence Advertising

StrategyStrategy1.1. What is the purpose of this ad?What is the purpose of this ad?

2.2. What USP can you offer customers?What USP can you offer customers?

3.3. What other key benefits support your USP?What other key benefits support your USP?4.4. At whom are you aiming the ad?At whom are you aiming the ad?

5.5. What response do you want from your targetWhat response do you want from your targetaudience?audience?

6.6. What image do you want to convey in yourWhat image do you want to convey in yourads?ads?




Promotion Includes...Promotion Includes...

PublicityPublicity -- any commercial news covered by theany commercial news covered by the

media that boosts sales but for which the smallmedia that boosts sales but for which the small

business does not pay.business does not pay.

Personal sellingPersonal selling -- the personal contact betweenthe personal contact betweensales personnel and potential customerssales personnel and potential customers

resulting from sales efforts.resulting from sales efforts.

AdvertisingAdvertising -- any sales presentation that isany sales presentation that is

nonpersonal in nature and is paid for by annonpersonal in nature and is paid for by anidentified sponsor.identified sponsor.




Tips for Stimulating PublicityTips for Stimulating Publicity

Write an article of Write an article of

interest to customersinterest to customers

Offer to be interviewedOffer to be interviewed

on TV and radioon TV and radiostationsstations

Publish a newsletterPublish a newsletter

Speak to localSpeak to local

organizationsorganizations

Sponsor a seminarSponsor a seminar

Write news releases andWrite news releases and

fax them to the mediafax them to the media

Serve on communityServe on community

and industry boardsand industry boardsand committeesand committees

Sponsor a communitySponsor a community

project or support aproject or support a

nonprofit organizationnonprofit organization

Promote a causePromote a cause




Successful Personal Selling RequiresSuccessful Personal Selling Requires

a Selling Systema Selling System ApproachApproach -- Establish rapport with prospect.Establish rapport with prospect.

InterviewInterview -- Let the prospect talk.Let the prospect talk.

DemonstrateDemonstrate -- Show the benefits of yourShow the benefits of yourproduct or service.product or service.

ValidateValidate -- Prove the claims about your productProve the claims about your productor service.or service.

NegotiateNegotiate -- Listen for objections and try toListen for objections and try toovercome them.overcome them.

CloseClose -- Stop talking and ask for the order.Stop talking and ask for the order.




Selecting Advertising Media:Selecting Advertising Media:

Key QuestionsKey Questions How large is my firm's trading area?How large is my firm's trading area?

Who are my customers and what are theirWho are my customers and what are theircharacteristics?characteristics?

What budget limitations do I face?What budget limitations do I face?

What media do my competitors use?What media do my competitors use?

How important are repetition and continuityHow important are repetition and continuityof my advertising message?of my advertising message?

What does the advertising medium cost?What does the advertising medium cost?




Advertising Media OptionsAdvertising Media Options

NewspapersNewspapers

RadioRadio




Snappy Radio Copy Should....Snappy Radio Copy Should....

Stress benefits to the listener.Stress benefits to the listener.

Use attentionUse attention--grabbers.grabbers.

Zero in on a particular audience.Zero in on a particular audience.

Be simple and to the point.Be simple and to the point. Sell early and often.Sell early and often.

Be written for the ear.Be written for the ear.

Be rehearsed before presentation.Be rehearsed before presentation.

Use positive action words.Use positive action words. Put the listener in the picture.Put the listener in the picture.

Mention the advertiser often.Mention the advertiser often.





TelevisionTelevision

World Wide WebWorld Wide Web

MagazinesMagazines

Direct mailDirect mail

Outdoor adsOutdoor ads


RadioRadio





Transit advertisingTransit advertising

DirectoriesDirectories

Trade showsTrade shows Specialty advertisingSpecialty advertising

Special events andSpecial events andpromotionspromotions

PointPoint--of of--purchase adspurchase ads


RadioRadio

TelevisionTelevision

World Wide WebWorld Wide Web

MagazinesMagazines

Direct mailDirect mail

Outdoor adsOutdoor ads



Five Fundamentals of a Successful Advertisement.Five Fundamentals of a Successful Advertisement.

It should attract attention.

It should emphasize a key

benefit of the product orservice to the customer.

It should communicate

the company¶s Unique

Selling Proposition (USP).

It should prove the USP

and benefits to the customer

with facts, statistics, or

testimonials.

It should motivate customers

to take action immediately.

Source: Adapted from Jerry Fisher, ³Fine Print,´ Entrepreneur , November 1994, pp. 145-147.




Preparing An Advertising BudgetPreparing An Advertising Budget

What is affordableWhat is affordable

Matching competitor's advertisingMatching competitor's advertising

expendituresexpenditures Percentage of SalesPercentage of Sales

Past SalesPast Sales

Forecasted SalesForecasted Sales

ObjectiveObjective--andand--Task Task




How To Advertise "Big"How To Advertise "Big"

On A Small BudgetOn A Small Budget

Hire freelance copywriters and artists.Hire freelance copywriters and artists.

Use cooperative advertising.Use cooperative advertising.

Participate in shared advertising.Participate in shared advertising.

Maximize publicity with techniques suchMaximize publicity with techniques such

as cause marketing.as cause marketing.

Documents

Chap11 Creative Use of Advertising and Promotion