Notesale: Turn your study into money

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Lecture 4
REMEMBER: The marketing mix (7Ps) you can control all Ps
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877 billion spent on advertisement
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Growth of mobile advertising
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It is a means of reaching large audiences in a cost effective manner
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Display advertising has 23%
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Strengths of Internet
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High level of interaction
Immediate response possible
Tight targeting
Relationship building
Measurable
Social interaction

Weaknesses of Internet
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Information overload
Unsolicited emails
Information overload

Ideas: What advertising are built upon
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g
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g
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John Hegarty of Bartle
Bootle & Hegarty famously said ‘sex sells’
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g
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It has the potential to gain attention &
assist product differentiation e
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car advertisements
Fantasy & Surrealism – Used in association with certain images & symbols allows advertiser
to focus attention on the product e
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alcohol, perfume & recently Twinings tea
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g Persil
Comparative – The messages are based on the comparison of their main competitors
Strengths of Television
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Visual & audio capabilities
Has the ability to interact
Ability to generate excitement & impact
Reaches large audience
Specialist channels to improve targeting
Sponsorship of program

Weaknesses of Televeision
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Erosion of audience
Requires production specialists
Digital boxes allows consumer to skip ads

Strengths of Newspapers
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Segments audiences by title & locale
Mass audience coverage
Ability to use detailed copy
Credibility of newspaper can benefit the advert

Weaknesses of Newspapers
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Clutter
Little flexibility for creative messages

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Mediocre reproduction quality
National Buying complicated
Short life of newspapers

Newspapers
In the UK 10 million copies of daily national newspapers sold every day

Magazines Strengths
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Can reach large audiences
Selectivity – reaches demographic & lifestyle segments
Long Life
High reproduction quality
Detailed information possible

Magazines Weaknesses
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Clutter
Limited geographic options
Circulation patterns vary by market – weekly, monthly, quarterly

Product placement
Was illegal in the UK until February 2011

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