Promoting Products

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Promoting Products

• Interactive and Integrated Marketing
  Communications

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Century's Top Ad Jingles

• Do know what products these jingles represent?
  Some of them are obvious but others may not be
• McDonald's Oscar Meyer Wieners
• The U.S. Army Wrigley's Double mint gum
• Pepsi-Cola Winston Cigarettes
• Campbell Soup Coca-Cola
• GM Brylcreem (Mans Hair
  Dressing Greased down look)

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Favorite Budweiser Advertising Slogans

• Budweiser is one of the most familiar brand names
  in the U.S. It has undergone many slogan changes
  over the history of the product. See if you can
  recall any others. Do you know the current
  slogan?
• Can you name certain trade characters that are
  closely associated with the brand (the Budweiser
  frogs, Louie the Lizard, etc.)?
• Which slogan do you think has been the most
  effective in enhancing the product it represents?

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Advertising Expenditures by Media Type

• This is important information as it affects how
  you advertise to reach your target audience.
  Review the information in the text regarding this
  data. See page493

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Total Direct Advertising Expenditures

• This slide illustrates how much money has been
  spent on direct advertising in the U.S. and what
  was expected to be spent in 2002.
• It becomes quite obvious that direct advertising
  is big business. Can you ascertain why so much
  spending is put into advertising?
• Do you recognize the tax implications of
  advertising? Advertising is a deductible expense
  of doing business. If you don't spend some of the
  available funds, that money is taxed. But it
  isnt done to avoid taxes, it is done to generate
  sales.

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Top Celebrity Endorsers

• The names and products on this slide should be
  familiar to you. Can you add additional
  celebrities and products to the list. The list of
  celebrity endorsers is always growing.
• What are the pluses and minuses of using
  celebrities to endorse products. Can you identify
  situations where an advertiser was embarrassed by
  having a celebrity associated with their product
  (0. J. Simpson, Madonna, and Michael Jackson come
  to mind here.) How about the trendy nature of
  celebrities? Who are the safest types of
  celebrities to use for promotion?
• The celebrities such as those listed on the
  acetate are compensated very highly (often in
  millions of dollars) to attach their endorsement
  to products.
• Can you identify any trade characters or actors
  that have successfully played roles to endorse
  products. Like Mr. Whipple, Earnest P. Worrel,
  Tony the Tiger, Mrs. Olsen, and the lonely Maytag
  Repairman are just a few of the characters
  imbedded in advertising history.

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Top Sports Endorsers

• Consider the benefits and shortcomings of using
  athlete endorsers for products. What are the
  strengths and weaknesses of this practice? What
  do sponsors expect to gain from celebrity
  endorsements? Female athletes such as the
  William's sisters are now starting to make it big
  time in sports endorsements. Do you think this
  trend will continue? Why or why not?

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Blatantly Sexy Ads Turn Off Consumers

• Do sexy advertisements turn you off as a
  customer?" In other words, does sex really sell?
• It can be argued that most ads using a sexy
  message appear to be targeted at men. Do you
  agree with this assessment. The data provided on
  the slide however seems to indicate that men are
  somewhat evenly divided on the use of sex as an
  advertising come on. If this data is correct, see
  what do you think this means to marketers'
  efforts in the future.

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Amount Spent On...

• This slide illustrates how Internet advertising,
  in its relatively short life, has surpassed
  Outdoor advertising in the amount of money it
  controls.
• Some additional information to add to this slide
  is the percent of Internet advertising that is
• Banner Ads 56
• Sponsorships 30
• Interstitials (Ads between Web pages) 5
• E-mail 1
• Note, this data is several years old. Have
  percentages and advertising approaches changed?
  Was SPAM an issue then?

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Internet Advertising- 2004

• This slide illustrates the rapid growth the
  Internet is making in gobbling up advertising
  dollars.
• Btween 1999 and 2004, the U.S. is expected to
  increase its Internet advertising bill by nearly
  8 fold.
• Internet advertising in the rest of the world
  (outside the U.S.) will rise nearly 21 times what
  it was in 1999.
• The Internet is expected to account for 10 of ad
  dollars in 2004. With this occurring, newspapers
  and direct mail are expected to be the hardest
  hit. Why will these, instead of radio, TV and
  billboards will be impacted the hardest?
• Internet ads allow the advertiser to more
  carefully target the market- something that has
  been the specialty of newspapers (geographically)
  and direct mail (psycho graphically).

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Tips on issuing Coupons

• It's hard to fathom the numbers of coupons
  offered by companies in the U.S. market.
  Estimates range as high as 1 trillion (that's
  right- trillion). What consumers are not aware of
  is that coupons are also a significant expense to
  companies as the stakes and costs of issuing
  coupons get higher.
• This slide offers tips to companies considering
  offering coupons as a form of sales promotions.
  You should be able to relate to the information
  provided here and offer suggestions of your own.
  You might want to comment on each of the five
  statements individually.
• Do you see the use of coupons growing or
  decreasing in the future?

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Factors That Affect The Promotion Mix

• This slide covers the concept of the promotional
  mix. Do not confuse this with the marketing mix.
• It's helpful to review the acetate step-by-step
  since the information supports many of the
  concepts discussed in the marketing section. Can
  you think of examples of promotion tactics as it
  relates to the five factors listed. For example,
  which of the following products is most conducive
  to television advertising, dishwashing liquid or
  automobile carburetors?
• Can you see how the type of product relates to
  the promotional strategy used. Think back about
  product concepts such as convenience, shopping,
  and specialty goods and services.
• Can promotional expenses be a barrier to entry in
  certain industries or product categories?" See if
  they can offer some examples where this is the
  case.

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Objectives of Integrated Marketing

• This slide looks at factors that are involved in
  integrated marketing communication. Integrated
  marketing communications is discussed at length
  in this chapter and is one of the key marketing
  applications of the new millennium. Make sure you
  carefully read the section and fully comprehend
  exactly what the basis and purpose of integrated
  marketing communications is all about.
• Can you point to any other organization that
  currently integrates its advertising, public
  relations, and other promotions into one system.
  A visit to Sprint's web page will offer you a
  good example of integrated marketing.

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Components of Integrated Marketing

• This slide illustrates the multi-disciplinary
  aspects of product/service promotion today as
  exemplified by integrated marketing.
• Whenever a company is creating a
  marketing/promotion campaign, it should take into
  consideration all of the identified items listed
  and how they work synergistically. Too often,
  promotion is considered a short-term, quick
  payback effort. In reality, it permeates the
  entire organization and needs to present a solid,
  integrated view of the entire organization. While
  advertising, marketing, public relations, and
  sales promotion all come to mind when we think of
  marketing, we should consider the many other
  areas that make a statement about Who we are to
  customers and others in the marketplace.
  Integrated marketing requires the company to be
  consistent in its message and in the image it
  sends through any communication.

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