Print Advertising Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising produ cts via newspapers or magazines is a common practice. In addition to this, the p rint media also offers options like promotional brochures and fliers for adverti sing purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advert isement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper wo uld cost far less than placing an advertisement in a popular newspaper with a hi gh readership. The price of print ads also depend on the supplement in which the y appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper. Outdoor Advertising Billboards, Kiosks, Tradeshows and Events Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most comm on examples of outdoor advertising are billboards, kiosks, and also several even ts and tradeshows organized by the company. The billboard advertising is very po pular however has to be really terse and catchy in order to grab the attention o f the passers by. The kiosks not only provide an easy outlet for the company pro ducts but also make for an effective advertising tool to promote the companys pro ducts. Organizing several events or sponsoring them makes for an excellent adver tising opportunity. The company can organize trade fairs, or even exhibitions fo r advertising their products. If not this, the company can organize several even ts that are closely associated with their field. For instance a company that man ufactures sports utilities can sponsor a sports tournament to advertise its prod ucts. Broadcast advertising Television, Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes of s everal branches like television, radio or the Internet. Television advertisement s have been very popular ever since they have been introduced. The cost of telev ision advertising often depends on the duration of the advertisement, the time o f broadcast (prime time/peak time), and of course the popularity of the televisi on channel on which the advertisement is going to be broadcasted. The radio migh t have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles. Covert Advertising Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a parti cular brand is incorporated in some entertainment and media channels like movies , television shows or even sports. There is no commercial in the entertainment b ut the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising hav e to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloa ded. Surrogate Advertising Advertising Indirectly Surrogate advertising is prominently seen in cases where advertising a particula r product is banned by law. Advertisement for products like cigarettes or alcoho l which are injurious to heath are prohibited by law in several countries and he nce these companies have to come up with several other products that might have

the same brand name and indirectly remind people of the cigarettes or beer bottl es of the same brand. Common examples include Fosters and Kingfisher beer brands , which are often seen to promote their brand with the help of surrogate adverti sing. Public Service Advertising Advertising for Social Causes Public service advertising is a technique that makes use of advertising as an ef fective communication medium to convey socially relevant messaged about importan t matters and social welfare causes like AIDS, energy conservation, political in tegrity, deforestation, illiteracy, poverty and so on. David Oglivy who is consi dered to be one of the pioneers of advertising and marketing concepts had report edly encouraged the use of advertising field for a social cause. Oglivy once sai d, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in se veral countries across the world in order to promote various social causes. In U SA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel. Celebrity Advertising Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising inv olves signing up celebrities for advertising campaigns, which consist of all sor ts of advertising including, television ads or even print advertisements. Public relation The Institute of Public Relations defines public relations as follows: The planned and sustained effort to establish and maintain goodwill and mutual un derstanding between an organisation and its publics What is meant by the term publics in the above definition? A business may have many publics with which it needs to maintain good relations an d build goodwill. For example, consider the relevant publics for a publicly-quoted business engaged in medical research: Employees Shareholders Trade unions Members of the general public Customers (past and present) Pressure groups The medical profession Charities funding medical research Professional research bodies and policy-forming organisations The media Government and politicians The role of public relations is to: Identify the relevant publics Influence the opinions of those publics by: o Reinforcing favourable opinions o Transforming perhaps neutral opinions into positive ones o Changing or neutralising hostile opinions Public relations techniques There are many techniques available to influence public opinion, some of which a re more appropriate in certain circumstances than others: Consumer communication

 Customer press releases videos Consumer exhibitions Trade press releases Promotional Competitions and prizes Product launch events Celebrity endorsements Web sites Business communication Corporate identity design Company and product videos Direct mailings Web site Trade exhibitions Internal / employee communication In-house newsletters and magazines Intranet Notice boards Employee conferences Email External corporate communication Company literature (brochures, videos etc.) Community involvement programmes Trade, local, national and international media relations Financial communication Financial media relations Annual report and accounts Meetings with stock market analysts, fund managers etc Shareholder meetings (including the annual general meeting Given the wide range of techniques used in public relations, how is it possible to measure the effectiveness of public relations? It is actually quite difficult to measure whether the key messages have been com municated to the target public. In any event, this could be quite costly since i t would involve a large amount of regular research. Instead, the main measures o f effectiveness concentrate on the process of public relations, and include: Monitoring the amount of media coverage obtained (press cuttings agencies play a role in keeping businesses informed of this) Measuring attendance at meetings, conferences Measuring the number of enquiries or orders received in response to specific pub lic relations efforts.

Promotion. Another one of the 4P s is promotion . This includes all of the tools available to the marketer for marketing communication . As with Neil H.Borden s marketin g mix, marketing communications has its own promotions mix. Think of it like a cake mix, the basic ingredients are always the same. However if you vary the am ounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. The elements of the promotions mix are: Personal Selling. Sales Promotion. Public Relations. Direct Mail. Trade Fairs and Exhibitions. Advertising. Sponsorship. The elements of the promotions mix are integrated to form a coherent campaign. A s with all forms of communication. The message from the marketer follows the co mmunications process as illustrated above. For example, a radio advert is made for a car manufacturer. The car manufacturer (sender) pays for a specific advert with contains a message specific to a target audience (encoding). It is transmi tted during a set of commercials from a radio station (Message / media). The message is decoded by a car radio (decoding) and the target consumer interpr ets the message (receiver). He or she might visit a dealership or seek further i nformation from a web site (Response). The consumer might buy a car or express a n interest or dislike (feedback). This information will inform future elements o f an integrated promotional campaign. Perhaps a direct mail campaign would push the consumer to the point of purchase. Noise represent the thousand of marketing communications that a consumer is exposed to everyday, all competing for attent ion. The Promotions Mix. Let us look at the individual components of the promotions mix in more detail. R emember all of the elements are integrated to form a specific communications c ampaign. 1. Personal Selling. Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well traine d in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on inves tment. For example salesmen are often used to sell cars or home improvements whe re the margin is high. 2. Sales Promotion. Sales promotion tend to be thought of as being all promotions apart from adverti sing, personal selling, and public relations. For example the BOGOF promotion, o r Buy One Get One Free. Others include couponing, money-off promotions, competit ions, free accessories (such as free blades with a new razor), introductory offe rs (such as buy digital TV and get free installation), and so on. Each sales pro motion should be carefully costed and compared with the next best alternative. 3. Public Relations (PR). Public Relations is defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publ ics (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities . All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed p lan.

4. Direct Mail. Direct mail is very highly focussed upon targeting consumers based upon a databa se. As with all marketing, the potential consumer is defined based upon a seri es of attributes and similarities. Creative agencies work with marketers to desi gn a highly focussed communication in the form of a mailing. The mail is sent ou t to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors s urgeries as the basis of your mail shot. 5. Trade Fairs and Exhibitions. Such approaches are very good for making new contacts and renewing old ones. Com panies will seldom sell much at such events. The purpose is to increase awarenes s and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. Expo has recently finish in Germany with the ne xt one planned for Japan in 2005, despite a recent decline in interest in such e vents. 6. Advertising. Advertising is a paid for communication. It is used to develop attitudes, crea te awareness, and transmit information in order to gain a response from the targ et market. There are many advertising media such as newspapers (local, nationa l, free, trade), magazines and journals, television (local, national, terrestria l, satellite) cinema, outdoor advertising (such as posters, bus sides). 7. Sponsorship. Sponsorship is where an organization pays to be associated with a particular eve nt, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsorin g organization. The elements of the promotional mix are then integrated to form a unique, but co herent campaign The use of direct marketing is one of the most effective ways to develop relatio nships with your customers and potential customers. Direct marketing provides yo u with the opportunity to contact existing clients as well as potential ones dir ectly to address their unique needs. From creating awareness to post-sale suppor t, direct marketing is a very effect way to generate and maintain customers. Def Direct Marketing Is the use of consumer direct Channels to reach & deliver go ods & services to customer without using marketing middlemen. Direct marketing seeks a major able response typically a customer order this is sometimes called direct order marketing, used to build long term relatio nship with customer by sending birthday cards, information material & small prem iums. Direct mail Mail sent directly from you to your customers can be highly customized t o suit their nature and needs. You may want to build a mailing list of your current and desired custome rs. Collect addresses from customers by noticing addresses on their checks, asking them to fill out information cards, etc. Mailing lists can quickly become out-of-date. Notice mailings that get returned to you.