• offer excellent coverage, flexibility, rapid coverage, believable coverage • larger percentage of higher education/income level tend to read newspapers daily • focus in newspaper business becoming more digital - Television • advertisers can utilize sight, sound, and motion appealing to viewers senses • info on demographics to a particular channel allows advertisers to promote to their target audience • national advertising done online because it reaches more people than any other medium • disadvantage to television is too many commercials • DVR’s allow users to skip past advertisements • brevity of TV ads poor medium for advertising complex products • product placement is gaining popularity 5
Wednesday, November 5, 2014 - Direct Mail • involves flyers or other types of printed advertisements that are mailed directly to consumers homes or places of business • allows company to select audience and personalize messages • goal is to generate an immediate response and to have customer contact firm directly • targeted recipients with stronger-than-average interest are more likely to buy • involves largest advance costs, has the highest cost effectiveness • targeted emails are more modern and cost effective way - Radio • 90% of Canadians 12 years and over listen to over 19 hours/week of radio • fairly inexpensive and high degree of customer selectivity • listeners might not pay attention as they use radio as background - Magazines • many different magazines on the market provide a high level of consumer selectivity • plenty of space for detailed product information • long life and tend to be passed from one person to another - Outdoor Advertising • billboards, signs, advertisements on buses, taxis, and subways • relatively inexpensive, faces little competition and high repeat exposure • has gone high-tech through LED signs post ads depending on time and location • can present only limited information and have little control on who sees the sign 6
Wednesday, November 5, 2014 - Word Of Mouth • when consumers talk to each other about products they’re using • buzz marketing: using high-profile news to get consumers talking about product • viral marketing: consumers passing product info around internet • product seeding: providing free product samples to influential consumers • cause marketing: involving consumers who feels strongly about a cause • consumers form very strong opinions that can spread very quickly • can happen without expenditure, but companies spend money because they realize how important it is - The Internet and Power of Consumer Engagement • there has been tremendous growth and power in this medium in unquestionable • immense Superbowl audience being directed to internet during game • internet ads offer advantages to buyer and seller • for buyer convenience, privacy, selection, ease of accessibility, and control • for sellers reach, direct distribution, reduced expenses, relationship building, flexibility, and feedback • online marketing can be very profitable for companies, but unhappy customers can
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