S E S S I O N E L E V E N
Advertising , Direct Marketing and Interactive Communication
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HISTORY OF 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. "
Persuasive and informational
Great seductress
Control of the message
Proliferation of advertising media
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
INFORMATIVE
PERSUASIVE
REMINDER
REACH
FREQUENCY
CONTINUITY
exposure
population
time
REACH
FREQUENCY
exposure
population
X
COST PER THOUSAND REACH
WHAT IS ADVERTISING?
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?
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. "
Catalogues
Direct Mail
Telemarketing
Electronic Media
DIRECTMARKETING
TELEMARKETING UPSIDEDOWN
Helps better identify target groups
Customized message
Easy to measure the effectiveness
Flexibility
Creation of a database
Train of telemarketing staff
Coordination of the communications department with the purchasing
or production departments
Technological risk
Confidentiality
INNOVATIVE DIRECTMARKETING
O B J E C T I V E S
INTERACTIVEENGAGEMENT
“ Interactive communication is described as communication via the Internet and new media such as cell phones, video games, interactive television, and interactive displays. "
how internet changed advertising
Banners
Island
Keywords
Video advertising
Advergaming
Interactive company website
PUBLICRELATIONS
Sponsor a popular site
Sponsors a non-profit organization’s website
E-coupons
Samples
Contests
Distribution lists
Viral marketing
VIRALMARKETING
Mobile marketing
Social networks
MOBILEMARKETING
GUYKAWASAKI on SOCIALMEDIA
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