Advertising CampaignUNIT PROJECT

Learning TargetsI can give examples of how

successful companies have a different marketing mix for different products.

I can understand why marketing is vital to companies because it stimulates sales revenue.

I can successfully identify the target market for a product or service.

What is Advertising?Any form of paid promotionDelivers a message to many

people at the same timeSo what is PROMOTION?

◦The primary way businesses communicate with prospective customers

◦Used to inform consumers about features/benefits & encourage them to buy

Creating an Ad CampaignSeries of advertisement

messages that share a single idea and theme

Ads appear in different media across a specific time frame

Determine: “Champion Theme”◦Central message in promotional

activities

DECA Event: AD CAMPAIGN

Consumer PromotionsSales strategies to get buyers to buy

product or serviceTypes:

◦ Coupons◦ Premium deals◦ Incentives◦ Product samples◦ Sponsorships◦ Promotional tie-ins◦ Product placement ◦ Loyalty marketing programs◦ Point of purchase displays

CouponsCertificates for cash discountsStores accept & send them to a

manufacturer’s headquarters or clearing house to be sorted

Redemption centers reimburse stores for face value + charge a handling about 8¢ per coupon

Apps for your phone

Premiums

Low cost items provided at discount or for FREE

Build product loyaltyAttract new customers “added value”3 Types:

◦ Factory packs = free gifts placed in product packages (cereal)◦ Traffic builders= pens, key chains, coffee mugs @ store or events◦ Coupon plans= ongoing programs (customer sends in soup

labels)

The House Boardshop

Product Samples

Free trial sizes Especially important

in promoting new products

Drug manufacturers to doctors and dentists

Sponsorship

People, events, groups, or a physical location

Promotional Tie-insArrangements between 1 or more

retailers or manufacturersBoth benefit from combing

resources

Product PlacementBrand name products in movies,

TV, sporting events, or in commercials for another product

Transformers

Loyalty Marketing/Frequent Buyer

Programs that reward customers for patronizing

Point-of-Purchase Displays

Designed primarily by manufacturers to display their products

Placed in ↑ traffic areas for in store advertising

Creating an Ad Campaign

Pay per click (PPC)

Analyzing Web Marketing Data

Social Media Marketing PlatformsFacebookTwitterYouTubeBlogosphere