COMMUNICATIONS

S E S S I O N   E L E V E N

Advertising , Direct Marketing and Interactive Communication

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Mostafa Purmehdi

Advertising

O B J E C T I V E S

“  The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, non-profit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas. "

Ad

STRENGTH

• Most glamorous method

• Persuasive and informational

• Great seductress

• Control of the message

• Proliferation of advertising media

Ad

WEAK         NESS

• Ubiquitous

• Broader group and financial loss

• Only one of the components that can lead to the desired increase in sales

• Very expensive

• Lack of credibility

Ad

ADVERTISING VEHICLES

ADVERTISING OBJECTIVES

INFORMATIVE

PERSUASIVE

REMINDER

SCHEDULING METHODS OF MEDIA

CREATIVE DECISIONS

COMMUNICATION POSITIONING

THE MESSAGE

WHAT IS ADVERTISING?

DEMONSTRATION  SLICE OF LIFE       MUSIC LIFESTYLE   SEX APPEAL FEAR    HUMOR    MOOD TESTIMONIAL     TECHNICAL EXPERTISE

DRILL - WHAT IS THE HOOK IN THIS AD?

DRILL - WHAT IS THE HOOK IN THIS AD?

DRILL - WHAT IS THE HOOK IN THIS AD?

DRILL - WHAT IS THE HOOK IN THIS AD?

DRILL - WHAT IS THE HOOK IN THIS AD?

DRILL - WHAT IS THE HOOK IN THIS AD?

DRILL - WHAT IS THE HOOK IN THIS AD?

Direct Marketing

O B J E C T I V E S

“ Responsible marketing system that uses one or more media designed to generate responses

It is an interactive process where responses about or from buyers are entered into databases to build potential customer profiles and provide valuable marketing information for effective targeting. "

DM

Catalogues

Direct Mail

Telemarketing

Electronic Media

DIRECTMARKETING

TELEMARKETING UPSIDEDOWN

STRENGTH

• Helps better identify target groups

• Customized message

• Easy to measure the effectiveness

• Flexibility

• Creation of a database

DM

WEAK         NESS

• Train of telemarketing staff

• Coordination of the communications department with the purchasing

  or production departments

• Technological risk

• Confidentiality

DM

INNOVATIVE DIRECTMARKETING

Interactive

O B J E C T I V E S

Communication

INTERACTIVEENGAGEMENT

“ Interactive communication is described as communication via the Internet and new media such as cell phones, video games, interactive television, and interactive displays. "

IM

• This seventh tool has some of the characteristics of the other six

INTERNETand ADVERTISING

how internet changed advertising

INTERNETand ADVERTISING

• Banners

• Island

• Keywords

• Video advertising

• Advergaming

INTERNET and PUBLICRELATIONS

Interactive company website

• Online customer service department
• Games and electronic postcards
• Online communities and discussion groups

PUBLICRELATIONS

INTERNETand SPONSORSHIP

• Sponsor a popular site

• Sponsors a non-profit organization’s website

INTERNETand SALESPROMOTION

• E-coupons

• Samples

• Contests

INTERNETand DIRECTMARKETING

• Distribution lists

• Viral marketing

VIRALMARKETING

INTERACTIVE

MEDIA

• Mobile marketing

• Social networks

MOBILEMARKETING

GUYKAWASAKI on SOCIALMEDIA