Learn the basic process that should be used in your advertising decision process. By choosing the right audience, objectives and message first, the advertising channel that you choose will have a much higher chance for success.

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Choosing the Right Advertising
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Provided by Sigma College of Small Business, Inc.

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Keynote Topic
Choosing the Right Advertising
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Choosing the Right Advertising
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Seven Steps – for Choosing the Right Advertising
Describe Audience(s) • Segment the market
Audience
• Audience priorities and needs
• Buying behavior
Objectives Promotion Objectives • Desired audience action – now and future
• Frequency of response
• Response volume
Message
Message • Audience priorities and needs
• VALUE proposition
• General and specific messages
Budget
Budget • Investment
• Expected return v. cost
Methods • Risk
Methods • Channels
• Mix
Results
• Frequency
Measure the Results • Set goals for response and measure results
Follow‐up
Follow‐up on Response • Plan for follow‐up – start the sales process
Adapted from Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch20.
Choosing the Right Advertising
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Copyright 2009 Sigma College of Small Business, Inc.

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Choosing the Right Advertising 4
Copyright 2009 Sigma College of Small Business, Inc.

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Defining the Audience
Segment the Market • Geographic ‐ physical location of buyer
• Demographic ‐ Age, family characteristics, gender,
occupation
• Psychographics ‐ Lifestyle and personality
• Behavioral ‐ Occasions, benefits, user status, usage
rate, loyalty, buyer readiness, attitude
Audience Priorities and • Do they know/understand the need and solution
Needs • What do they value most from the solution
• Where does it rank against other needs and desires
Buying Behavior • Where are they in the buying process
• Impulse buy or extended buying process
• Understand Influencers and Decision Makers
• Where do they get their information
– Proactively and Passively
Choosing the Right Advertising
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Copyright 2009 Sigma College of Small Business, Inc.

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Coca‐Cola Super Bowl ‐ 1980 E*Trade Baby ‐ 2009
vs.
What were the objectives of each?
Choosing the Right Advertising
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Copyright 2009 Sigma College of Small Business, Inc.

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Objectives
• Awareness
– Change the level of awareness to the product or brand
– New concepts or brands, new audience, portfolio expansion
• Attitude
– Affect how potential customers perceive the product
– Create demand for the product in general and your product specifically
• Behavior
– Generates specific action on the part of the potential customer
– Research, trial and ultimately buy and use
The Buying Process
Attention Interest Desire Action AIDA Model
Choosing the Right Advertising
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Copyright 2009 Sigma College of Small Business, Inc.

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Messaging
Trust, Customer Service
• Content – What to Say
• Structure – How to Logically Say It
• Format – How to Symbolically Say It
• Source – Who Should Say IT
• Split or Combined Inexpensive, Best Value
Ease of Transition
Choosing the Right Advertising
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Copyright 2009 Sigma College of Small Business, Inc.

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Budget
How do you decide how much to spend?
• Non‐Investment Methods
– Affordability Method
– Percent of Sales
– Competitive Budgeting
• Return on Investment Method
– Match promotion cost to the potential profitable
revenue (return)
– Best approach to realize desired outcome
Choosing the Right Advertising
9
Copyright 2009 Sigma College of Small Business, Inc.

10. Sigma Free
Presents…
Choosing the Right Advertising
Sponsored by:
RevBuilders Marketing
Provided by Sigma College of Small Business, Inc.

11. Radio Television Online
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Print Sponsorships Trade
Shows Outdoor Direct Mail
Methods Newspaper Magazines
Banner Ads AdWords SEO
Product Placement Press
• Types Release Public Relations
– Advertising Social Networking
– Direct Marketing Partnerships Give‐Aways
– Public Relations and Publicity Networking Groups
– Sales Promotion Events Radio
– Sales Promotion Television Online Print
Sponsorships Trade Shows
• Terminology Outdoor Direct Mail
– Reach – the number of unique potential buyers Newspaper Magazines
exposed to the message at least once during specified Banner Ads AdWords SEO
time
Product Placement Press
– Frequency – the average number of times that a Release Public Relations
potential buyer is exposed over the time period
Social Networking
– Impact – Qualitative value of an exposure through a Partnerships Give‐Aways
given medium (relative to your situation)
Networking Groups
– Total Exposures – Reach x Frequency Promotion Events Radio
– Quality Exposures – Reach x Frequency x Imact Television Online Print
Sponsorships Trade Shows
Outdoor Direct Mail
Newspaper Magazines
Choosing the Right Advertising Banner Ads AdWords SEO11
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Measure the Results
• Measurement ‐ Part of the Design
• Indirect Measurement
– “Call” volume trends
– Revenue generation
– Third party sources
• Direct Measurement
– Surveys
• Awareness and Attitude
– Measure Actual Response
• Online, direct marketing, trials,
sales promotion (coupons, codes),
Choosing the Right Advertising
12
Copyright 2009 Sigma College of Small Business, Inc.

13. Sponsored by:
Follow‐up on Response
• Critical to Promotions
– Coordinating promotions
• Multiple touch points
– Follow‐up to inquiries
– Pre‐sale support
– Post‐sale support
• Use to Build Trust
Building the Relationship
Choosing the Right Advertising
13
Copyright 2009 Sigma College of Small Business, Inc.

14. Sigma Free
Presents…
Choosing the Right Advertising
Sponsored by:
RevBuilders Marketing
Provided by Sigma College of Small Business, Inc.