Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
Specialty print media include booklets, folders, and CD/DVD inserts developed to provide targeted groups with specialized information on products and services. Broadcast Media The broadcast media consist of television and radio. We subdivide television (TV) according to major networks, independent stations, cable, broadband, and satellite. Radio, which was the first broadcast medium (bringing free advertising to American homes from the 1920s onward), can be local or network. Outdoor Advertising Also known as out-of-home advertising, outdoor advertising includes billboards on roadsides, and posters on transit (buses, subways, rail, airports, trucks, and taxis), at gas pumps, and on park benches. Point of Purchase Point-of-purchase (POP) displays refer to displays next to cash registers or elsewhere in retail environments—we often find them at the point at which people are ready to buy. Online Advertising Pop-ups, pop-unders, banners, and text ads associated with Web pages provide targeted online advertising on the Web. Dig Deeper U.S. consumers go to the Web 15 percent of the time they spend with all media. This online migration makes the Web where the action is for many advertisers. Most big, traditional companies were very cautious about marketing online, but now they’re cranking up their efforts as this media channel continues to gain legitimacy. According to John Galloway, vice president of sports, media, and interactive marketing at PepsiCo Inc.’s Pepsi-Cola North America unit, “Our job is to invest in where consumers are engaging with media.” And online is where they’re going. For example, General Mills spends about double on online advertising what it laid out just one or two years ago, while Kraft reports similar numbers. Some media analysts believe the pattern of Web spending will mimic what they saw in earlier times with spending on broadcast and cable TV—both media benefited from huge growth once they reached a tipping point in terms of consumer adoption. This trend bodes well for companies like Yahoo! and Google that make their money Saylor URL: http://www.saylor.org/books Saylor.org 31
from online search and advertising. But these consumer packaged goods (CPG) companies still have some catching up to do: in 2005, consumer packaged goods accounted for more than 11 percent of the $145 billion in U.S. ad spending, but CPG companies spent just 1.6 percent of their ad dollars online on average, compared with an overall average of 5.8 percent of total ad spending for U.S. advertisers. [11] Check out some online ads for packaged goods companies like General Mills and Kraft to see how they’re making this transition from traditional media. For example, you can find some nice recipes at Kraft’s http://www.kraft.com/switch-site.htm. What could the company do to increase the appeal of this site? If you wanted to appeal to consumers who spend a lot of time browsing online, what changes might you make? Sales Promotions Sales promotions build interest in or encourage purchase of a good or service during a specified period. These activities range from coupons that we receive in our newspapers to contests and sweepstakes to sales competitions a company might host for its own employees. Specialty Advertising Specialty advertising involves the distribution of merchandise (called promotional products, premiums, or swag) to promote awareness of a company. These include coffee mugs, pens, jackets, and many items that are usually imprinted with a company’s name, logo, or slogan and given away at trade shows or conferences or in mail campaigns. User-Generated Content and Word of Mouth (WOM) These days, many advertisers strive to get consumers to help get the word out about a product or service. The reason is simple: people trust the recommendations of others more than they trust paid advertising. Almost 90 percent of people say they trust recommendations from consumers compared to less than 50 percent who trust radio ads and less than 10 percent who say they trust online banner ads. [12] It’s fair to say that user-generated content is one of the biggest advertising and promotion stories of this decade. Dig Deeper How believable are advertisements that big companies sponsor? Is buzz truly more effective than a glitzy ad with a highly paid celebrity who tells you to use a company’s product or service? Find some cool print ads and show them to your friends. Ask them to talk about how effective they think the ads are and why they do or don’t make it more likely that they’ll actually buy the advertised brand. Saylor URL: http://www.saylor.org/books Saylor.org 32
- Page 2 and 3: This text was adapted by The Saylor
- Page 4 and 5: 1.1 Why Launch!? LEARNING OBJECTIVE
- Page 6 and 7: 1.2 Meet Our Agency Partner: SS+K L
- Page 8 and 9: This perspective is a consumer-cent
- Page 10 and 11: Follow the e-mail trail. Dr. Duke C
- Page 12 and 13: As you can see, it takes a village
- Page 14 and 15: 1.3 The Pitch: Win the Account LEAR
- Page 16 and 17: Initial strategic thinking. Before
- Page 18 and 19: Figure 1.9 The Pitch Process How do
- Page 20 and 21: 1.4 Let’s Meet the Potential Clie
- Page 22 and 23: 1.5 Exercises TIE IT ALL TOGETHER N
- Page 24 and 25: message to them. What do you percei
- Page 26 and 27: LEARNING OBJECTIVES After studying
- Page 28 and 29: eally are trying to fake you out. F
- Page 30 and 31: MySpace. We weren’t early enough
- Page 34 and 35: Ad-Supported Content Ad agencies ar
- Page 36 and 37: [5] “Traditional Radio’s Digita
- Page 38 and 39: the promotional activities that int
- Page 40 and 41: increasingly thin layer of audience
- Page 42 and 43: Figure 2.8 A sales promotion is a t
- Page 44 and 45: 2.3 Advertising Industry Structure
- Page 46 and 47: Figure 2.10 Matrix Organization in
- Page 48 and 49: P&G reacted to this problem when it
- Page 50 and 51: Media buyers and media planners eva
- Page 52 and 53: Within a company, the jobs of the a
- Page 54 and 55: [1] Suzanne Vranica, “Ad Houses W
- Page 56 and 57: drumsticks and simulated drumhead p
- Page 58 and 59: Figure 3.1 Build a Foundation Chapt
- Page 60 and 61: 3.1 Economic Effects of Advertising
- Page 62 and 63: Broadcast radio and TV rely exclusi
- Page 64 and 65: 3.2 The Good: Advertising Enhances
- Page 66 and 67: washing with soap, that remain kill
- Page 68 and 69: share, so they tend to be more stri
- Page 70 and 71: now one of the primary attributes s
- Page 72 and 73: [8] Mister Snitch!, “Top Ten Reje
- Page 74 and 75: here is subjective—your image of
- Page 76 and 77: “If you let me play sports, I wil
- Page 78 and 79: Categories can be made quite specif
- Page 80 and 81: Luxury products are not a bad or wa
Specialty pr<strong>in</strong>t media <strong>in</strong>clude booklets, folders, <strong>and</strong> CD/DVD <strong>in</strong>serts developed to provide targeted groups<br />
with specialized <strong>in</strong>formation on products <strong>and</strong> services.<br />
Broadcast Media<br />
The broadcast media consist of television <strong>and</strong> radio.<br />
We subdivide television (TV) accord<strong>in</strong>g to major networks, <strong>in</strong>dependent stations, cable, broadb<strong>and</strong>, <strong>and</strong><br />
satellite.<br />
Radio, which was the first broadcast medium (br<strong>in</strong>g<strong>in</strong>g free advertis<strong>in</strong>g to American homes from the<br />
1920s onward), can be local or network.<br />
Outdoor <strong>Advertis<strong>in</strong>g</strong><br />
Also known as out-of-home advertis<strong>in</strong>g, outdoor advertis<strong>in</strong>g <strong>in</strong>cludes billboards on roadsides, <strong>and</strong> posters<br />
on transit (buses, subways, rail, airports, trucks, <strong>and</strong> taxis), at gas pumps, <strong>and</strong> on park benches.<br />
Po<strong>in</strong>t of Purchase<br />
Po<strong>in</strong>t-of-purchase (POP) displays refer to displays next to cash registers or elsewhere <strong>in</strong> retail<br />
environments—we often f<strong>in</strong>d them at the po<strong>in</strong>t at which people are ready to buy.<br />
Onl<strong>in</strong>e <strong>Advertis<strong>in</strong>g</strong><br />
Pop-ups, pop-unders, banners, <strong>and</strong> text ads associated with Web pages provide<br />
targeted onl<strong>in</strong>e advertis<strong>in</strong>g on the Web.<br />
Dig Deeper<br />
U.S. consumers go to the Web 15 percent of the time they spend with all media. This onl<strong>in</strong>e migration<br />
makes the Web where the action is for many advertisers. Most big, traditional companies were very<br />
cautious about market<strong>in</strong>g onl<strong>in</strong>e, but now they’re crank<strong>in</strong>g up their efforts as this media channel<br />
cont<strong>in</strong>ues to ga<strong>in</strong> legitimacy. Accord<strong>in</strong>g to John Galloway, vice president of sports, media, <strong>and</strong> <strong>in</strong>teractive<br />
market<strong>in</strong>g at PepsiCo Inc.’s Pepsi-Cola North America unit, “Our job is to <strong>in</strong>vest <strong>in</strong> where consumers are<br />
engag<strong>in</strong>g with media.”<br />
And onl<strong>in</strong>e is where they’re go<strong>in</strong>g. For example, General Mills spends about double on onl<strong>in</strong>e advertis<strong>in</strong>g<br />
what it laid out just one or two years ago, while Kraft reports similar numbers. Some media analysts<br />
believe the pattern of Web spend<strong>in</strong>g will mimic what they saw <strong>in</strong> earlier times with spend<strong>in</strong>g on broadcast<br />
<strong>and</strong> cable TV—both media benefited from huge growth once they reached a tipp<strong>in</strong>g po<strong>in</strong>t <strong>in</strong> terms of<br />
consumer adoption. This trend bodes well for companies like Yahoo! <strong>and</strong> Google that make their money<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
31
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