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Advertising and Promotional Strategy Class Notes
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Advertising and Promotional Strategy Class Notes covers SEO gorilla marketing marketing cost calculation advertising promotional strategy
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First class notes (IMC):IMC = integrated marketing communications
Internet maketing is great because it’s interactive (people are sharing, commenting, etc)
Need all communications to be cohesive and the same on all platforms
IMC is a strategic business process used to plan, develop, execute and evaluate coordinated,
measurable, persuasive bran communication programs with consumers, customers, prospect employees
and other relevant external and internal audience.
Almost always your IMC has 1 objective (otherwise its too hard and confusing)
Different ways to reach your target audience
Out of home media (billboards, busses, flyers. Anything offline and outside the home)
PR
Internet/interactive
Direct marketing
Sales promotion
Theres more on the slide
Ways to deal with re-branding:
Change public perception. The stimulus perception activity we did yesterday.
Just starting a new brand (“start over”)
If your plan isn’t hitting the measurements and readjust – so you review your marketing (or pr and such)
objectives measurements often. KPIs (key performance indicators)
The creative piece is the best part, as a business, is creative to outsource. Because switching up
people/teams keeps things fresh. If people work together too long stagnantly they reach a creative
plateau quickly.
One plus of agencies is that they have a bigger network and relationship (with who you are normally
trying to reach)
Remnant space/ads: the space wasn’t sold and it’s what’s leftover. Cheapest spaces to by. Highly
negotiable. “they’re awesome”. The downside is that you don’t have time to create (correct dimensions,
etc).
Typically you want your campaign to run 3 months because after 6 weeks ad decay starts to set in
(because people start to ignore it/don’t even see it anymore). Another reason why you want to work in
quarterlies (quarterly reviews)
Everything with ad space has rate cards (just like Mars’ Hill), but only amatures pay that amount. So give
them your number you are willing to pay and don’t waiver. Just follow up and say “hey are you ready to
come to my offer yet?” (drip sequence, generated email that automatically goes out automatically every
6 weeks, like hubspot or close.io) wait for remnant space or whatever.
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