MKTG-411

6 Basic Types of Advertising

• TRADITIONAL: Traditional use of Print and Broadcast media including Newspaper, Magazine, Direct Mail, Radio and TV

• RETAIL: Advertising designed to maximize sales revenue from a retailer. Common types include display instore, ads on shopping carts and product placement.

• ONLINE: Advertising on the INTERNET especially on publisher websites including contextual ads in Search Engines (SEM), banner ads and videos.

• MOBILE: Advertising placed on mobile/smart phones including banner ads, geo-fencing and click-to-call ads.

• OUTDOOR: Advertising placed on structure (billboards) in outdoor spaces that are frequented by consumers. Also appears on buses, taxis, subways, airports etc.

• PAY PER CLICK: Online ad placement that is designed to drive traffic to a specific website. Companies can derive consumer DATA from these type of ads

PESO acronym

Paid Advertising

Earned

Social

Owned

What is MarComm?

• Advertising

• Promotions

• Sales

• Branding

• Campaigns

• Events

• Online Promotions

Types of Marketing Communication

• One to Many (aka Mass Media)

• Many to One (Think dialogue)

• One to One (Word of mouth Advertising)

• Many to Many (Chat rooms, Blogging)

Types of Mass Media

• TV

• Radio

• Print

• Interactive Messaging

• Social Media

Barriers to effective MarComm

• Consumer Apathy

• Brand Parity

• Over Abundance of Media Channels

• Unsubstantiated Advertising Claims

Different things Advertising does:

• EDUCATE customers on the nature of products or services 

• IMPROVE customer perception of a brand

• CONVINCE customers that their product or service is superior 

• GENERATE customer need or want for a product or service 

• EXHIBIT new uses for a product or service

• ATTRACT new customers to purchase products or services

• PUBLICIZE new products or services to potential customers

• RETAIN the existing customer base

Professors definition of Advertising:

Paid Exaggeration

How did branding begin?

When farmers took hot irons and burnt it into the side of a cow (to differentiate which cow was which)

What is a brand?

A person’s gut feeling about a product, service, or organization

What does trust equal?

Reliability + Delight

Charismatic Brand

Any product, service, or organization for which people believe there’s no substitute

Strategic thinkers are:

• Analytical

• Logical

• Linear

• Numerical 

• Verbal

Creative thinkers are:

• Intuitive

• Emotional

• Spatial

• Visual

• Physical

Most important 3 questions in Advertising

• Who are you?

• What do you do?

• Why does it matter?

The four marketing appeals:

• Features (what it has)

• Benefits (what it does)

• Experience (what you’ll feel)

• Identification (who you are)