The Continuing Power Of Mass Advertising - JRM

1. Jay R Modi Marwan Vangie 2. Mass Advertising Introduction Old Types Modern Types Innovative Conclusion! 3. Advertisement : is aformof communication whose purpose is toinformpotential customersaboutproducts and services andhowto obtain and use them. 4. Advantages Direct Better call back results Disadvantages Cost New Technology difficulty (pop-up blocker, on demand TV) 5. Television and Radio Websites and E-mail broadcastingSocial gathering and exhibitions Poster sites (hoardings, taxi-cabs, buses)Display advertisingWord of Mouth 6. Wider coverage Easy to copy Demographic and Geographic segments Visual and audio capabilities Complete Information 7. Temporary nature High cost Hard to target customers Consumer resistance Customer use of technology No interaction Repeatable theme No control 8. Catch People in the Bottlenecks elevator screens, escalator steps Use a Trojan Horse Coffee cups in conference rooms 9. Target People at Play Golf carts with ad-supported GPS devices Get People to Play Games Interactive posters and mats that allow people to try product features 10. Creativity Creativity Creativity Creativity Creativity