Class notes
Mar 3023 Promotional Strategies Notes
- Course
- MAR 3023
- Institution
- Florida Atlantic University
This is a comprehensive and detailed note on Promotional Strategies for Mar 3023. *Essential Study Material!!
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Chapter 8: Promotional StrategiesAdvertising
Internet Advertising
● Combines desktop and mobile.
● Currently the second largest global advertising medium.
● Paid search advertising.
● Paid display advertising.
● Direct marketing.
○ Hulu.
● Banner and pop-up ads are considered a disadvantage.
Print Advertising
● Advantages
○ Newspapers are effective for small businesses to advertise to the local
community.
○ Firms can run ads in specific sections of newspapers.
○ Magazines can target very specific audiences.
○ Magazines have a longer shelf life.
● Disadvantages
○ Fewer Americans use newspapers as a primary information source.
○ Newspaper ads compete with editorial content.
○ Magazines have a long lead time.
○ Marketers can’t control ad placement in magazines.
Radio Advertising
Advantages
● Often the most cost-effective choice.
● Allows market segmentation based on geography.
Disadvantages
● Audio only.
● Digital presets in cars make it easier to switch away from ads.
Satellite Radio
SiriusXM, the leading satellite radio company in North America, represents a challenge to
traditional radio advertising because of its paid subscriber base of over 27 million customers
who get over 140 commercial-free music channels they can listen to anywhere in the country.
Advertising
Outdoor Advertising
Advantages: Flexible. Cost-efficient. Facebook and Google spend part of their own marketing
dollars on billboards and other forms of outdoor signage.
Disadvantages: Short exposure time. Wasted coverage.
Nontraditional Advertising
● Mobile advertising can easily reach consumers at virtually any time.
● Advertising in video games.
○ FIFA International Soccer prominently displays an Adidas ad.
Sales Promotion
Common Types of Sales Promotions
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