Launch! Advertising and Promotion in Real Time, 2009a

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service Loopt, which allows its subscribers to track participating friends and family on their mobile phones. [15] In the (near?) future, you might well find ads popping up on your cell phone from stores you are literally walking past on the street. Yes, they are watching you… Dig Deeper A 2006 survey found that 57 percent of the consumers it polled say they are willing to provide demographic information in exchange for a personalized online experience. And three-quarters of those involved in an online social network felt that this process would improve their experience because it would serve to introduce them to others who share their tastes and interests. However, a majority still express concern about the security of their personal data online. [16] How big a problem is this—and are consumers getting more or less concerned about potential invasions of privacy as behavioral targeting strategies proliferate? How do you feel about sharing your online behavior with advertisers? KEY TAKEAWAY Advertisers have many tools to include in the promotional mix they design for a client; these include sales promotions, public relations, personal selling, and direct marketing. No one tool is perfect; each has strengths and weaknesses, and often the tools are most effective when they’re combined. For example, an ad campaign for a new movie can be paired with a sales promotion in partnership with a retailer—like when Burger King featured its “Which Spidey Suits You?” scratch-and-win game pieces on specially marked menu items. EXERCISES a. List and describe each of the elements of the promotional mix. b. Identify which of the sales promotion tools can be personalized and customized, which reward customers for frequent patronage, and which reward distributors for sales performance. c. Define public relations and demonstrate how marketers can use PR to meet communication objectives. d. Explain the importance of “impressions” in gaining publicity. e. Explain the role played by personal selling in the promotional mix. f. Describe the role of direct marketing in increasing an organization’s promotion return on investment (ROI). Saylor URL: http://www.saylor.org/books Saylor.org 275
g. Discuss how database marketing can be used to further promotional mix objectives. [1] Liz Parks, “Value-Priced Bonus Packs Revive Limp Hair Care Segment.” DSN Retailing Today, April 22, 2002, 19. [2] Kate Maddox, “The Future Looks Bright, with Marketing Expanding and Online Exploding,” B to B, December 11, 2006, 28. [3] International CES, http://www.cesweb.org/exhibitorDirectory/default.asp (accessed July 12, 2008). [4] Janet Meiners, “Trade Shows Go Virtual,” Marketing Pilgrim, November 16, 2007,http://www.marketingpilgrim.com/2007/11/trade-shows-go-virtual.html (accessed July 12, 2008); http://www.unisfair.com (accessed July 12, 2008). [5] Quoted in Stephen J. Grove, Les Carlson, and Michael J. Dorsch, “Comparing the Application of Integrated Marketing Communication (IMC) in Magazine Ads Across Product Type and Time,” Journal of Advertising 36, no. 1 (Spring 2007): 37. [6] “Ben & Jerry’s: A Green Pioneer,” Advertising Age, June 11, 2007, S-8. [7] Suzanne Smalley and Raja Mishra, “Governor, Mayor Livid as Boston Ad Stunt Spurs Chaos,” Boston Globe, January 31, 2007,http://www.boston.com/news/local/massachusetts/articles/2007/01/31/governor_mayor_livid_as_boston_ ad_stunt_spurs_chaos/ (accessed February 13, 2009). [8] Donna Goodison, “Weathering Toy Recall Crisis,” Boston Herald, August 16, 2007, 32. [9] Tim Parry, “Get in on the Party,” Merchant, January 1, 2007, n.p. [10] Direct Marketing Association, The Power of Direct Marketing: ROI, Sales, Expenditures and Employment in the US, 2006–2007 Edition (New York: DMA, 2006). [11] “Pitney Bowes Intelligently Plots Strategy for MapInfo,” B to B, August 13, 2007, 28. [12] Kate Maddox, “Babcock & Jenkins Focuses on Database-Driven Marketing; Runner-up Direct Agency of the Year,” B to B, October 9, 2006, 30. [13] Connie Robbins Gentry, “Personal Recognition: Multichannel Retailers Market One-On-One to Loyal Shoppers,” Chain Store Age, January 2007, 78. [14] Aaron O. Patrick, “Microsoft Ad Push Is All about You: ‘Behavioral Targeting’ Aims to Use Customer Preferences to Hone Marketing Pitches,” Wall Street Journal, December 26, 2006, B3; Brian Steinberg, “Next Up on Saylor URL: http://www.saylor.org/books Saylor.org 276
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This text was adapted by The Saylor
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1.1 Why Launch!? LEARNING OBJECTIVE
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1.2 Meet Our Agency Partner: SS+K L
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This perspective is a consumer-cent
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Follow the e-mail trail. Dr. Duke C
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As you can see, it takes a village
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1.3 The Pitch: Win the Account LEAR
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Initial strategic thinking. Before
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Figure 1.9 The Pitch Process How do
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1.4 Let’s Meet the Potential Clie
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1.5 Exercises TIE IT ALL TOGETHER N
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message to them. What do you percei
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LEARNING OBJECTIVES After studying
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eally are trying to fake you out. F
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MySpace. We weren’t early enough
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Specialty print media include bookl
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Ad-Supported Content Ad agencies ar
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[5] “Traditional Radio’s Digita
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the promotional activities that int
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increasingly thin layer of audience
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Figure 2.8 A sales promotion is a t
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2.3 Advertising Industry Structure
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Figure 2.10 Matrix Organization in
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P&G reacted to this problem when it
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Media buyers and media planners eva
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Within a company, the jobs of the a
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[1] Suzanne Vranica, “Ad Houses W
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drumsticks and simulated drumhead p
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Figure 3.1 Build a Foundation Chapt
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3.1 Economic Effects of Advertising
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Broadcast radio and TV rely exclusi
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3.2 The Good: Advertising Enhances
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washing with soap, that remain kill
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share, so they tend to be more stri
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now one of the primary attributes s
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[8] Mister Snitch!, “Top Ten Reje
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here is subjective—your image of
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“If you let me play sports, I wil
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Categories can be made quite specif
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Luxury products are not a bad or wa
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[9] Jean Grow and Joyce M. Wolburg,
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3.4 Advertising Regulation: Who Loo
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Agencies), the ANA (Association of
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[3] American Association of Adverti
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about one-half the size of existing
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Chapter 4 Consumers and the Communi
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messages they see or hear, and when
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4.2 Is the Medium the Message? Comp
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Figure 4.4 SS+K used actor George C
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SS+K developed a comparative messag
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Audio Clip “Ahem” http://app.wi
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After studying this section, studen
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SS+K Spotlight The memes and trends
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4.4 Decision Making LEARNING OBJECT
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Motivation refers to the processes
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4.5 Internal Influences on Consumer
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isn’t sure. And, regardless of hi
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it’s not subliminal; the stimulus
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Product line extensions. Marketers
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1. Sensory memory permits storage o
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Of course, the nature of the ad its
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c. Create an example involving a lo
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[24] Raymond R. Burke and Thomas K.
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products with others and to solicit
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community hub on Yahoo! it calls Po
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4.7 Culture, Globalization, and Adv
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Advertisers have (for the most part
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Why do they bother? Their goal is t
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1a &ex=1369108800&partner=USERLAND&
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advertising and ad men (and women)
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Chapter 5 Know Your Audience: SS+K
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5.1 Types of Data LEARNING OBJECTIV
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preferable but harder and more expe
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One really encouraging finding from
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Figure 5.4 Brand Tags Dig Deeper Th
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irreverent British tastes. “In th
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KEY TAKEAWAY Primary data refers to
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magazines they prefer, an agency co
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a. Identify and discuss the signifi
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more natural and objective than int
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Results showed that sportier models
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5.5 Using Research to Guide a Succe
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they wanted to see recipes for ligh
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[1] Quoted in Lisa McTigue Pierce,
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a U.S. Army ad, see yourself walkin
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audience profiling to become more t
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“The key turning point of this wh
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Life stage (e.g., empty-nest parent
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feather flock together”). PRIZM (
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fashionable. Bloomie’s research d
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Actualizers, the top VALS2 group, a
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Surveys of consumer behavior (for e
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generic attribute and not a point o
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2. Demographics are measurable aspe
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What Are the Properties of a Good T
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conversation. The customer would ha
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6.3 Position Your Brand: Why Will T
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The average Buick buyer is a man in
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6.4 Exercises TIE IT ALL TOGETHER N
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muscle is being used to bring such
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check any information on ethics pro
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times like now. We see this situati
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than 32 percent in just two years w
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SS+K Spotlight Since msnbc.com’s
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Clients use a variety of methods to
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How Loud Are You? Share of voice (S
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properties, and sci-fi sites over a
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3. List and discuss the keys to usi
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Southern California, and it aims to
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are positive or negative and whethe
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the company spent on TV advertising
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y category (agency fee, production,
Page 226 and 227: You can list the pros and cons of t
Page 228 and 229: AD-VICE 1. A company is trying to d
Page 230 and 231: We are now eight months prior to th
Page 232 and 233: After studying this section, studen
Page 234 and 235: Just as people have personalities,
Page 236 and 237: KEY TAKEAWAY The power of branding
Page 238 and 239: well. It may also reveal indirect c
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Page 242 and 243: In contrast, opportunities and thre
Page 244 and 245: 8.3 Define Where You Want to Go: Se
Page 246 and 247: You’ll learn more about how these
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Page 250 and 251: Figure 8.5 Anatomy of a Creative Br
Page 252 and 253: Figure 8.7 The Communications Brief
Page 254 and 255: KEY TAKEAWAY This section described
Page 256 and 257: 2. Is there a Chick-fil-A in your n
Page 258 and 259: Chapter 9 Choose Your Communication
Page 260 and 261: direct mail people, whoever else yo
Page 262 and 263: Campaigns that utilize multiple med
Page 264 and 265: 9.2 Elements of the Promotional Mix
Page 266 and 267: team is more relevant and effective
Page 268 and 269: virtual trade shows that you attend
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Page 272 and 273: aloud. Salespeople in fashion retai
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Page 278 and 279: Fox: Ads That Can Change Pitch,”
Page 280 and 281: The third campaign in the series be
Page 282 and 283: Pool Resources with Associations an
Page 284 and 285: 9.4 Exercises TIE IT ALL TOGETHER N
Page 286 and 287: 1. Assume that you are a proponent
Page 288 and 289: Chapter 10Plan and Buy Media: SS+K
Page 290 and 291: 10.1 Traditional Advertising Media
Page 292 and 293: The print portion of the media plan
Page 294 and 295: The television plan that The Media
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Page 298 and 299: Lack of messaging. Although sponsor
Page 300 and 301: KEY TAKEAWAY Traditional media incl
Page 302 and 303: 10.2 New Media LEARNING OBJECTIVES
Page 304 and 305: In order to maximize the effectiven
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Page 308 and 309: As the tip of the iceberg, MTV rece
Page 310 and 311: are used to getting from real-world
Page 312 and 313: where they select the flavor of the
Page 314 and 315: catch up to Google (which provides
Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
Page 318 and 319: 2. Demonstrate how media planning i
Page 320 and 321: A common place for these negotiatio
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c. Define and discuss impressions,
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Assume that your advertising agency
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Assume one of two roles: (a) You ar
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11.1 Execute on Media Platforms LEA
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Figure 11.4 The other campaign opti
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Figure 11.8 The client’s new logo
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Subject matter, composition, color,
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visually.” Sound effects reinforc
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from the opposite direction seeing
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TV: Online ads are like TV commerci
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The total spending on alternative m
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[6] Quoted in Martin Pazzani, “Ma
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is a more accurate measure of likel
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position for Apple as revolutionary
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prompted the viewer to think about
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11.3 Exercises TIE IT ALL TOGETHER
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products? What do you think the fut
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Chapter 12 Make the Message Sell: S
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1. Define relevance and resonance.
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The common denominator among the mo
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[5] Quoted in Geoff Colvin, “Sell
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In 2007, Dial rebranded its Soft &
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It also helps when viewers don’t
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The solution? Advertisers need to s
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[2] David Carr and Tracie Rozhon,
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providing our consumers with even m
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Tupperware Chairman-CEO Rick Goings
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KEY TAKEAWAY An executional framewo
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1. Characterize the members of an a
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Art direction has grown in importan
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You can explain why having an emoti
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3. Go to at least one favorite maga
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accomplished this by designing mult
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As you saw in the media plan we pre
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13.4 TV Another important element o
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Figure 13.7 The banners titled “P
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The “Keywords” banner ads were
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13.7 NewsBreaker Game Another insig
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13.8 NewsBreaker Live The final pus
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13.10 Spectrum Home Page Figure 13.
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14.1 ROI: Show Me the Money LEARNIN
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Marketers echo this pessimism; many
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The ROI for any campaign must relat
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[1] Jeff Lowe, “The Marketing Das
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While an advertiser in the 1960s co
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National cable metrics from the msn
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Figure 14.8 msnbc.com purchased a
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Read Most: The percentage of reader
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Double-page spreads and bound multi
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14.3 ROI for Alternative Media LEAR
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Outdoor advertising is quickly movi
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procure products they needed to dre
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Figure 14.15 Chart tracking number
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Online advertising formats have his
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Figure 14.18 In order to optimize o
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In addition to measuring elements o
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Figure 14.24 SS+K compared the rate
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Table 14.1 Final Takeaway and Lesso
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[2] “The Association of National
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14.4 Exercises TIE IT ALL TOGETHER
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site. Summarize what you have learn
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