The document discusses various aspects of advertising campaigns, including what advertising is, how to create an advertising campaign, and different types of consumer promotions. It defines advertising as any paid promotion used to inform consumers about a product and encourage purchase. An advertising campaign involves a series of ads over time that share a single theme. The document also outlines different consumer promotion strategies companies use, such as coupons, premiums, product samples, sponsorships, and loyalty programs. It provides examples of each type of strategy.

1. Advertising Campaign
UNIT PROJECT

2. Learning Targets
 I can give examples of how successful
companies have a different marketing
mix for different products.
 I can understand why marketing is
vital to companies because it
stimulates sales revenue.
 I can successfully identify the target
market for a product or service.

3. What is Advertising?
 Any form of paid promotion
 Delivers a message to many people at
the same time
 So what is PROMOTION?
◦ The primary way businesses
communicate with prospective customers
◦ Used to inform consumers about
features/benefits & encourage them to
buy

4. Creating an Ad Campaign
 Series of advertisement messages
that share a single idea and theme
 Ads appear in different media across a
specific time frame
 Determine: “Champion Theme”
◦ Central message in promotional activities
DECA Event: AD CAMPAIGN

5. Consumer Promotions
 Sales strategies to get buyers to buy product
or service
 Types:
◦ Coupons
◦ Premium deals
◦ Incentives
◦ Product samples
◦ Sponsorships
◦ Promotional tie-ins
◦ Product placement
◦ Loyalty marketing programs
◦ Point of purchase displays

6. Coupons
 Certificates for cash discounts
 Stores accept & send them to a
manufacturer’s headquarters or
clearing house to be sorted
 Redemption centers reimburse stores
for face value + charge a handling
about 8¢ per coupon
 Apps for your phone

7. Premiums
 Low cost items provided at discount or for
FREE
 Build product loyalty
 Attract new customers “added value”
 3 Types:
◦ Factory packs = free gifts placed in product packages (cereal)
◦ Traffic builders= pens, key chains, coffee mugs @ store or
events
◦ Coupon plans= ongoing programs (customer sends in soup
labels)

8. Product Samples
 Free trial sizes
 Especially important in
promoting new products
 Drug manufacturers to
doctors and dentists

9. Sponsorship
 People, events, gro
ups, or a physical
location

10. Promotional Tie-ins
 Arrangements between 1 or more
retailers or manufacturers
 Both benefit from combing resources

11. Product Placement
 Brand name products in
movies, TV, sporting events, or in
commercials for another product
 Transformers

12. Loyalty Marketing/Frequent
Buyer
 Programs
that reward
customers
for
patronizing

13. Point-of-Purchase Displays
 Designed
primarily by
manufacturers
to display their
products
 Placed in ↑
traffic areas for
in store
advertising

19. Creating an Ad Campaign

20. Pay per click (PPC)

21. Analyzing Web Marketing Data

22. Social Media Marketing
Platforms
 Facebook
 Twitter
 YouTube
 Blogosphere