LYNN MCKEE'S POST

[lindsey...@yahoo.com]

Alternate Advertising Options

Advertising is a marketing tool used by organizations to let the public know what product or services a company has to offer. Over the years traditional ways like television, radio, newspapers, direct mail, yellow pages, etc. have become less effective so advertisers have incorporated new ways to get the word out. According to Kotler and Keller (2012, p. 513), “Advertisers can buy space in stadiums and arenas and on garbage cans, bicycle racks, parking meters, airport luggage carousels, elevators, gasoline pumps, the bottom of golf cups and swimming pools, airline snack packages, and supermarket produce in the form of tiny labels on apples and bananas.”

As a consumer, I do understand that advertising is an important part of marketing for organizations but when have they taken things too far? This leads me to ask:

1. What type of advertising do you believe is more effective in this day and age? Why?

2. What are organizations advantages or disadvantages to placing ads in unconventional places like those listed above?

[Katie Weaver]

I think that marketers need to find their niche for the industry. If you sell cleats, then I would suggest advertising at stadiums, arenas, and other places where cleats would be required. I personally believe that the best form of advertisement is celebrities. Look what Tiger Woods did for Nike Golf Apparel in his prime!  Fans and supporters need to see how great the quality of a product is and they know if their favorite actor, athlete, singer, or ect is advertising the product, it can be trusted. Testing the product in front of people will bring results in sales.

[lindsey...@yahoo.com]

 

As far as the effectiveness, I believe it depends on the type of audience the organization is trying to reach. As Katie stated, depending on what you are marketing, will depend on the places in which you should advertise in.  According to Kotler and Keller,(2012. P. 512) “Marketers are better off reaching people where they work, play, and of course, shop.”  For example, if an organization is aiming to market to teenage girls, what venue is better for advertising than a mall, movie theatre, or boy band TV shows.  In chapter 17, p. 479, Kotler and Keller claim “The starting point in planning marketing communications is a communication audit that profiles all interactions customers in the target market may have with the company and all its products and services.”  With this in mind, do you think that using the “unconventional” places such as benches, gasoline pumps, etc are still beneficial to catch the attention of a few out of the market consumers?

Lindsey Parker

 

 

On Monday, December 10, 2012 3:28:49 PM UTC-6, lindsey...@yahoo.com wrote:

[Ashley Jones]

I believe by using the "unconventional" places is extremely beneficial if used in the appropriate way. According to Kotler Keller, (2012, p. 482) "The challenges in achieving success with communications necessitates careful planning.." If a company/brand is seeking to draw a bigger crowd, they must learn how to communicate and attract people outside of the main targets. Kotler Keller list those steps of how to develop effective communicating. Step 5 informs the marketer that the ad must motivate the consumer to at least consider purchasing the brand. I personally have experienced this just by seeing an ad that caught my eye. Odd enough, I had always pictured elderly people using epsom salt by my own assumption until I seen a random ad in the airport. It actually showed an athlete advertising epsom salt, and it triggered my interest to at least try it. Regardless if it is just a mental trick on our bodies, I LOVE EPSOM SALT BATHS! I even encourage all my athletes and teammates to at least try one. With that experience being a positive, do you think that "unconventional" places may have a negative effect or not benefit the brand at all? Are "unconventional" places overlooked due to society now being able to use technology to do research on products?

[stcarm...@hotmail.com]

According to Kotler and Keller (2012) advertisements need to accomplish three objectives: reach, frequency, and impact. I believe by placing creative ads in these unusual places, it can be an extremely effective way to accomplish all three. First, by placing advertisements in unusual places it shocks the consumer and forces them to take a closer look at the advertisement. This accomplishes the third goal of advertising which is attracting attention and having an impact. Secondly, by seeing the company's name over and over again, it subconsciously creates a sense of acceptance and trustworthiness in the eyes of the consumer. This accomplishes the second goal of frequency. And lastly, the long-term placement of these ads in public places allows the ad to be seen by a large quantity of people. This accomplishes the first goal or reach.

 

On Monday, December 10, 2012 3:28:49 PM UTC-6, lindsey...@yahoo.com wrote:

[Lisa Doupe]

In this day and age many if not most consumers use the internet as the
first line for researching and purchasing of products and services.
Internet advertising is paramount for many businesses but is not the
only type of advertising that should be utilized and is often not the
most effective. Per Kotler and Keller (2012, p. 513) advertisers can
buy space in unusual places such as stadiums, arenas, garbage cans and
airports. The positives of this type of advertising is that it is a
great way to reach a large audience with little money. However, it
is imperative that marketers know the product and the audience. For
example, it would probably not benefit a high end hotel to place
advertising on the side of a garbage can. Know your market. While I
do believe that internet advertising is highly effective what can be
done to more effectively reach consumers that are not internet savvy?


On Dec 10, 3:28 pm, "lindsey.par...@yahoo.com"