Investigating promotion 4

1
Investigating promotion 4

• Promotional Media

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Types of Promotional Media

• Promotion through media is known as Advertising
• Media include
• Television expensive wide coverage
• Radio cheaper smaller audience no visual
  stimulus
• Cinema local audience
• Newspapers and magazines can be expensive but
  more specialised if kept can be long lasting
• Posters cheaper have impact but may be ignored
  little opportunity for targeting
• Leaflets homes street - cheap but little
  targeting opportunity

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How the Message gets to the Consumer
Advertiser
Create/plan campaign
Market research
Create adverts
Small Cos
Agency
Book space
Media
4
Advertising Where and When?

• Print media criteria
• Size of advert too small, not seen
• Place ideally near relevant editorial content
• Back/front/inside back front extra cost.
  Alternative run-of-paper (ROP)
• Usually booked as proportion of page eg Whole,
  half, quarter or per column centimetre. So, a 7 x
  2 means 7cm high by 2 columns wide

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Advertising Where and When?

• Broadcast media criteria
• Length of advert charged by the second
• Time goes out peak time on main channel costs
  more, off peak on minority channel cheaper
• Programmes with high predicted audience (World
  Cup) charge premium rates

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Content of Advertising

• Informative
• Used for new products
• Also for those of technical nature

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Content of Advertising

• Humour
• Often used in TV advertising
• Harder to use in print
• Risk of offending minorities
• Not everyone sees the joke effect thus lost

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Content of Advertising

• Fear
• Used to give impression that if product is not
  bought something bad will happen
• Examples-
• body products
• Newspapers
• Fashion
• Life insurance

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Content of Advertising

• Creative-
• Advertising that is a little off-beat
• Uses an improbable image to get a message over

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Content of Advertising

• Lifestyle enhancement
• Suggests product will bring new and better
  lifestyle
• Sometimes referred to as The Admans World, one
  set apart from reality

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Content of Advertising

• Sex
• Heavily used in
• Leisure
• Entertainment
• Scent
• Cars
• Anything where possession of product perceived as
  alluring to opposite gender

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Content of Advertising

• Cute
• Promoting an image of softness caring
• Heavily used for childrens products
• Animals used not just for products aimed at them

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Activity

• In groups, think of an industry or profession
  that has an image and recruiting problem, such as
  getting men to go into nursing or encouraging
  those from ethnic minorities to join the police
• Suggest how advertising could be used to solve
  the problem
• Decide of which media you would use and how you
  would get the right message over
• One member of the group should give a three
  minute presentation summing up the discussion