Making Advertisement Content
Promotional Mix: Advertising
In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. Promotional mix consists of Advertising, Personal Selling, Sales Promotion, Public Relations and Direct Marketing. In the first session, we are going to talk about Advertising.
Advertising is a marketing tactic involving paying for space to promote a product, service, or cause.
MEDIA CHOICES IN ADVERTISING
Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. Today’s advertisers have a vast array of choices at their disposal.
Some types of advertising media available to an advertiser are: (1) print (2) film (3) broadcast (4) online (5) outdoor advertising.
Print media advertising is a form of advertising that uses physically printed media to reach consumers, business customers and prospects. Advertisers also use digital media, such as banner ads, mobile advertising, and advertising in social media, to reach the same target audiences. Print advertisements are only effective when people see them. The proliferation of digital media has led to a decline in advertising expenditure in traditional print media, but print isn't dead. Print media can be form as:
· Periodical advertising : magazine, newspaper, or anything else that comes out at regular intervals.
· Brochures, Leaflets, Flyers, Handouts.
· Direct mail : letters and postcards.
Cinema advertisement is short commercial film that is not produced by big production houses. This type of advertising is quite costly because it requires higher distribution and film-making cost. As a representative meaning and it only has benefits for the local community.
Broadcast or Radio advertising is very popular these days. The advertisements are broadcasted from different stations of All India Radio. Radio advertising can be explained as “word of mouth advertising on a wholesale scale”. The advertising messages can be in different regional languages.
Online advertising has become a daily part of internet life. For new marketers, it can be confusing getting the grasp of the scope and variety of online ads available. Companies around the world are seriously trying to find the good way to advertise, and today mostly small business owners are using online advertising to market their goods. Even though there are many free methods that you can use to drive traffic, it’s hard to beat the speed and ease of using a paid advertising campaign. As long as you have a reasonable budget and are willing to go through a learning curve, you’re ready to check out these options for online advertising.
Online Ad Types and Formats:
Google search ads are online ads that appear alongside the search engine result page when users search a keyword query on Google. These ads are PPC, or pay-per-click ads, in which advertisers pay for each ad click.
AdWords ads are online advertisements created within Google’s AdWords advertising platform, identical to Google search ads. Adwords and Google serach ads are similar, for example when you type “Shopee” on Google, there are several advertisements that you can see on the results page.
Facebook ads exist in many different forms, each offering unique pros and cons for advertisers looking to market on Facebook. Marketplace ads appear in the side columns of the Facebook website with a headline, copy, and an image.
This type of advertising includes different media like posters, placards, electric displays or neon signs, sandwich men, sky writing, bus, train and tram advertising. This is also known as ‘Mural advertising’. The main aim of outdoor advertising is to catch the attention of passerby within twinkling of an eye.
This is the most effective medium of advertising. This is very suitable in the case of consumable and household articles like soaps, medicines, fans, shoes and pens etc.
Posters and placards: are usually fixed on the walls near the road sides, railway station and bus stands. These posters are made of thick paper or metal plate or wood and carry the advertising message which can be easily read and seen from a distance. The posters also pasted on the back of buses, trains and trams which are greatly helpful in carrying the message throughout and outside the city. Painted displays are prepared by expert painters which carry attractive multi-coloured pictures also to impress upon the people.
Electric displays or neon signs: are also used in order to impress the passerby. These carry a very short message. This is a very costly device.
Sandwich-men: move from street to street carrying the posters and peculiarly. They shout and sing praising the concern and the product. Sky writing is also known as air advertising.
Radio listeners are still everywhere around the world. Radio is still played in the car, at the cafe/restaurant, minimarket, public transportation, at the mall, etc. This media can be used as a tool for marketing by broadcasting promotional messages of the business to reach audiences. Radio advertising is known as one of the fittest marketing efforts to match with the business’s budget. Also, radio listeners vary in demographic aspect which means radio can broadcast any type of advertisement.
There are some terms in radio ads that we should know:
Spot: refers to the common advertising approach of buying 30 or 60 second ad placements on a particular station
Adlibs: mentioning about product or service by the speakers in order to promote them to the audiences
Insertion: when the ad is inserted by the ad server.
Talkshow: a long program that talks about a product or service in depth.
Banner ads are image-based rather than text-based and are a popular form of website advertising. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser's website.
Pop up ads are advertisements that show up in a new browser window while pop behind is a type of window that appears behind the browser window of a Web site that a user has visited.
Promotional Mix: (2) Sales Promotion
Second promotional mix is Sales Promotion. Sales promotion is a tactical move to boost sales in a relatively short period of time.
Sample is usually a small amount of product that is given freely to consumers in order to introduce the product to catch buyers attention.
A promotional ticket in the form of a document or electronic graphic that can be used as a discount when a customer wants to buy a product or service.
Return of a portion of a purchase price by a seller to a buyer, usually on purchase of a specified quantity, or value, of goods within a specified period.
An extra or bonus that is given to customers when they are loyal or subscribe to our business.
One extremely effective sales strategy is to use gift cards as a carrot to upsell your customers. If you offer a free $20 gift card after people spend a certain amount, they’re more likely to grab a few extra items to meet that threshold. And if they end up giving the card to someone else, that’s a new customer for you.
Offering free trials for a limited period or of a limited quantity is a good marketing strategy to capitalize on the leads you get. Free trials really work well when you are confident about the quality of your product/service and when you offer a new product. There are many advantages of offering free trials.
It makes an impression that your company/product can be trusted.
It provides an opportunity to customers to compare your product with others.
Most people utilize free trials to get the most out of them; which will create a routine in their minds and can eventually make your product necessary for them.
Free trials let customers accustomed to new technologies and products; most people don’t want to test things by spending money on them.
When a company needs to maintain brand awareness, launch a new product or reward their customers for loyalty they turn toward the unique solution offered by cashback or promotional marketing.Cash back rewards are actual cash that can be applied to a credit card bill or received as a check or bank account deposit. Cash back can also refer to the practice of charging an amount above the purchase price on a card, and receiving the extra money in cash then and there. Cash back program is offering many benefits to both companies and customers. For example: simple, cost-effective, and results-oriented promotional activity
Promotional pricing is when a seller reduces the price of a product or service to attract customers as a marketing or sales tactic.Promotional pricing artificially increases a product's value for a sales boost, often reduced by a percentage amount for a limited duration and therefore deemed to be on sale. In addition to a lower price, a promotion increases value by creating a perception of time-based scarcity. Products perceived to be scarce are of much greater value than abundant products.Thus, most promotions are temporary.The act of offering a lower price temporarily is to enhance the effectiveness of sales efforts to cost sensitive users. Promotional pricing can also act as a sales initiative amid launching products or services. Promotional Pricing Examples
Black Friday and Christmas sales
So, this is an example of promo price advertising implementation using buy one get one free.
PROMOTIONAL MIX: (3) EVENT & EXPERIENCE
One of the promotional mix is event and experience. Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. Brands use event marketing entertainment (like shows, contests, or parties) to reach consumers through direct hand-to-hand sampling or interactive displays. The practice works because it engages consumers while they’re in a willing, participatory position.
Experiential marketing is a strategy that engages consumers using branded experiences. Sometimes referred to as “live marketing” or “event marketing experience,” the idea is to create a memorable impact on the consumer. One that will inspire them to share with their friends both online and off. These experiences could include an event, a part of an event, or a pop-up activation not tied to any event.Some types of advertisement through event & experience available to an advertiser are: (1) sport (2) entertainment (3) festival (4) art (5) charity (6) tour (7) museum.
PROMOTIONAL MIX: (4) PUBLIC RELATIONS & PUBLICITY
A variety of programs designed to promote or protect the image of the company or individual products. those media are News, Call Center, Speech, Seminar, CSR, Comunity Relation, Media and Magazine.
PROMOTIONAL MIX: (5) PERSONAL SELLING & (6) DIRECT MARKETING
Personal Selling : Face-to-face interaction with one or more prospective buyers for the purpose of making presentations, answering questions & procuring orders.
Direct Marketing : Use of communication media (mail, telephone, fax, e-mail, or internet) to communicate directly with or request a response or dialogue from certain customers & prospects
Weaknesses of implementation this model are:
Budget, as We know that not all companies have a lot of budget. Sometimes, budget can be a problem for Small companies that have limited budgets or limited capital. There is no perfect media, Every single media has their own weakness and it can be treats for the company. Commercial sources are doubtful, this aspect related with trust from customers and It’s still relevant with the rate of trust from customers.
After We know the weakness then we face the challenge of implementation promotion mix such:
Message noticed this challenge is how to make an advertisement that can be notified by the customer to be.
Message read, if the messages in the form of text the challenge are "how to attract the reader to read our message."
Message heard is the part of challenges for audio like broadcast media "How to interact the customer to be to hear our ads and interested in our product."
Message got responses after We got a notice, and customer wants to read, hear or watch the ads of our product again then the customer will give the respon for us.
PROBLEM SOLVING: CREATIVE MESSAGE PLANNING
We know the weakness and the challenge, so we solve the problem by making Creative Message Planning.
Task one is how to set the message strategy with creativity. Creativity, in this case, can be combined with the new ways or new style in the advertisement and can attract the customer to be interested in your product.
OLX vs Tokopedia vs Bukalapak
It's safer because it has a joint account, is more practical with shipping tracking facilities, and is also more flexible because it doesn't limit the number of products and can load more photos. Many ways to do promotions that do not require money, ranging from free websites, search engine organizers, social networking communities to various events held by Tokopedia to help members promote. The transaction process between the seller and the buyer is safer because each process requires the seller and buyer to confirm, starting from payment confirmation, shipping confirmation to confirmation that the item has been received.
It's free in the member list and makes advertisements for products that are sold are also free. All that's left is to list directly snap the items sold and advertise for free. The number of visitors from hundreds of thousands / day makes the products we sell have a searchable opportunity. This feature has a verified account facility. For verified account buyers, it can help to give an idea that the person being invited can make a trustworthy transaction. For sellers, a verified account can increase buyer confidence. If you have an account, verify immediately so that you are not branded unclear. Or a fake seller
Bukalapak has one more value that Tokopedia doesn't have, namely the 'Take Yourself' option. This option allows buyers to save on shipping if they are still in the same city.
A press release is an official announcement (written or recorded) that an organization issues to the news media and beyond. Whether we call it a "press release," a "press statement," a "news release," or a "media release," we're always talking about the same basic thing.
Comparative advertising is a marketing technique in which the product or service of a business is viewed as superior as compared with that of a rival. A comparative advertising strategy may include a side-by-side comparison of the characteristics of a company's products versus those of its competitor. It may also feature interest- or cost-based comparisons.
Inherent Drama is a product feature that makes it bought by the customer (Belch 274). This is also what Mcdonalds do with their advertising. We can see only a couple of these, but this sort of strategy works very well like what McDonald's did in this commercial where the tagline and logo shows us. The ad informs us that Mcdonalds is "we should give our best to your family." We all know that lunch time is the perfect time for family members to bond and eat together in Mcdonalds, and Mcdonald food is the best food for this precious time.
The problem-solution format is all over social media; it just goes by the name of hacks. There are countless videos showing you how to solve common problems “the easy way.” For instance, the video below shows 7 “easy ways” to spruce up your bathroom. The production value isn’t good and the music is even worse, but the video has been watched more than 120,000,000 times and shared more than 2 million times. Problem-solution advertising gives you a great way to talk about your product with an extremely clear benefit. And while it was born with the dinosaurs of advertising, it can evolve to survive. You just have to be open to making the everyday problem into something that’s extraordinary.
The video to the material is below:
(Niken, Fauzi, Prily, Ade)
