Role of media in advertising

Role of Media in Advertising and Promotion

1. Role of Media in Advertising

2. Media We are referring to the way messages are delivered to target audiences and increasingly back to companies . Media used in advertising = mass media Broadcasting media = television , radio Niche media = Expansión, Revista Merca2.0, etc. Interactive media allow the two way communication .

3. Role of media They deliver messages to and form customers and move messages back and forth through channels . Media also offer opportunities for engagement , you connect the a brand with the audience , touch their emotions and also engage their minds .

4. Categories of Media Television : network , cable Radio; network , radio UDEM, etc. Newspapers : El norte, El Financiero Magazines Internet Outdoor Branded Entertainment

5. What are advantages / disadvantages of? Television Radio Internet Social Media Pamphlets Newspapers Magazines

6. GOAL OF MEDIA To maximize impact while minimizing cost .

7. Media Mix It is the way various types of media are strategically combined to create a certain kind of impact . Which media mix strategy will you use in your project ?

8. Emphasis on brief and powerful phrases Average 10 words , easily to be understand by the audience . Length : no more than one minute of duration , 125 words . Tone of voice . Radio in Media

9. Contact points ( Activity 1). There are various ways a consumer comes in contact with a brand . Newspapers , magazines Internet Packages , labels , Signs , company trucks Business cards T- shirts .

10. Word of mouth Buzz

11. It’s a key contact point . It’s a container . It’s an important communication vehicle . Packaging

12. Launch day of Best Buy

13. Paying attention to the message : Good communication only involves two steps : empathy and clarity . Empathy is about the other person . It's paying attention to how someone receives information . Once we know how they understand , we can create a message that is more easily understood . Clarity , on the other hand , is about us . It's about our paying attention to how the message is communicated so that our intended message is what is actually heard -- rather than what ( we think ) we said . Goals of communication

14. Represents a company’s attitude and behavior during interactions with customers . How can Company attend its customers ? CRM CUSTOMER SERVICE

15. So, effective communication is not really that difficult . It starts with the intent ( which is in our head), the message that is communicated ( which is in our words , our voice , our body language , etc.) and ultimately the information that is heard ( which is in the listener's head). Effective communication

16. Research and explain 1) What is exposure ? 2) What are impressions ? 3) What is a circulation ? 4) What is a rating?

17. We have to consider various factors : Education Social class Religion Nationality Culture Region of the country. What is a difference between birria in Aguascalientes and Mexico City? Understanding the message

18. Clarity Use of symbols – it has to be unique , memorable, recognized . Avoid “ profession terms ”. Avoid superlatives such as: unique , revolutionary , number one , you may create suspicion among journalists . Avoid strange description : euphemisms . Avoid discriminatory language . Understanding the message

19. In Marketing Surveys you first do pilot surveys . You should be checking non verbal behavior . In the classroom , in the conferences you can elicit some people and ask simple questions and you see if they “ got it ” ( understood it ). Test your audience

20. In TV, video, or class presentations the speakers have to : Show appropriate facial expressions . Gestures Posture Clothing Territoriality . (in the US, casual friends are usually kept 60- 100 cms away , personal friends . 15 cm – 45 cms , intimate friends – less than 15 cms ). Believe in message

21. A bank may spend thousands of dollars in a promotional slogan “ Your bank is friend , the service is what it matters ”. But if you as a customer are shown the opposite , or the employees don’t believe it , it is worthless . Can you think in other example ? For example

22. Repetition is necessary – not everyone watches the same program at the same hour . If a selected media has a high degree of credibility , the repetition avoids the change of opinion . It helps the people to remember how the message is like . It helps to people to overcome distractions . ( crying babies ). Remembering message

23. Product Awareness If consumers do not know your product exists , than it might as well not exist ! Create marketing material. These can be one-sheets , video teasers , images , and landing pages . Make these marketing materials easily accessible . Utilizing creativity and wit is a great way to engage consumers in this awareness stage . I recommend creating a strong social media presence for said product . The 5 Stages to Consumer Adoption Process

24. Among the methods used in the todays business landscape include a website describing the product , blog posts , tutorial or instructional videos, white papers , and other sources of info that the potential consumer can discover and review . Product Interest

25. Among the methods used in the todays business landscape include a website describing the product , blog posts , tutorial or instructional videos, white papers , and other sources of info that the potential consumer can discover and review . 2. Product Interest

26. Consumers are searching for information . We are now finding that consumers go online and utilize social media channels to ask other individuals about your product or service . In addition , they find online reviews and recommendations . Opinion Leaders are very important . Also word of mouth is very relevant . 3. Product Evaluation

27. Nothing helps a consumer make a decision about your product more than actually trying your product out ! 4. Product Trial

28. When the consumer enters the product adoption phase , he/ she is ready to purchase your companies product . In e- commerce make the purchase possible in few clicks . This is the critical stage that businesses need to get their consumers to . When the customer is here , you need to make the payment process simple, intuitive , and pain free 5. Product Adoption

29. Locations : rent of meeting rooms or receptions , Catering service : How will you select it ? Cost / Tips / Beverages / Waiters / Drinks Decoration : Tables / signs Design / Printing : Invitations , Programs , Entries , Ids , Promotional pamphlets Recognitions /Diploma Transport Performance Press : Advertising /Banners Common Expenses: Telephone / Supplies /Data management . Events