1Hello class, and welcome back to Marketing Strategies.
2This week I will expand upon last week's lecture by talking about factors you should consider
3when creating advertising materials and the effects they can have on your product sales.
4Lesson one: limit your advertising to the geographic area of your target market.
5Though you may have a product that people want in a large area,
6the distance that customers are willing to travel is a significant factor in their choice of where to purchase that product.
7Take this example:
8if you are really hungry and decide you want a burrito,
9would you choose the restaurant that is a block from your apartment,
10or the one that is just as good - or even slightly better - across town?
11Of course you'll pick the closer restaurant.
12Next, there's the method of communication to your target market.
13How do you decide among radio ads, TV commercials, fliers,
14or even word of mouth?
15While we often think of the visual presentation of ads,
16there is much more to advertising than the look.
17Studies show that consumers are much more likely to remember advertising slogans
18if there is also a sound played.
19Did you know that your sense of smell is closely linked with memory?
20Think about Mandy's Candy Store up the road.
21Every time you walk past it, you can just smell the chocolate, right?
22I bet you can almost smell it now.
23Just mentioning the name brings about the smell memory,
24and in turn a chocolate craving.
25What better way to sell chocolate bars?
26Obviously sometimes appealing to the senses isn't the most practical way to advertise.
27For example, it is a good idea to come up with a marketing strategy that adapts to the product,
28especially digital products.
29The flexibility of this kind of products is extremely important,
30so it is very common for advertisers to form one single layout for all of their ads -
31the visual, the medium, even the majority of the content -
32and simply update the ad each time they come out with a new version.
33Remember, advertising is all about stirring up the right feeling in your potential customers,
34whether by stimulating the senses, appealing to the intellect, and so on.
35Once the customer experiences the ad,
36the important thing is his or her reaction.
37Someone could love the ad you made,
38but unless he or she considers buying the product,
39you have failed to get the reaction you were looking for.
40So once you have successfully reached your target customer
41and you have his or her business,
42often you will want to expand to a larger market.
43More often than not, the same marketing strategies you used in your small campaign
44may not work for a larger audience.
45The larger you scale your product, the more factors you must consider.
46For instance, Apple operates worldwide,
47so they must tailor their advertising for each market they enter.
48Often you'll see Apple ads on international flights that appear not only in English,
49which is the lingua franca of most regions,
50but also in the native language of the majority of passengers.
51I traveled to Russia last week,
52and it was really interesting to see the same Nike ad that I have seen a hundred times -
53except this time it was in Russian!
54Okay, going back to the medium of the advertisement,
55even after choosing to create print ads
56(instead of radio announcements, television commercials, etc)
57there is more to consider.
58If you print your ad in a newspaper,
59it will be read by a far different audience than if you print your ad in a popular magazine.
60Would you put an ad for the new Justin Bieber album in a newspaper?
61Probably not, because that product is most suitable for youths.
62Let's face it - do you know anyone under the age of 25 that buys a newspaper?
63Now let's try a few strategy exercises.
64Imagine you are a company that is aiming to improve the environment by making products that reduce human waste.
65How would you advertise your product?
66Clearly it would send the wrong message if you put up fliers or other materials that cause lots of waste paper.
67Consider instead putting commercials on the Health Channel, or buying ad space on websites like UNESCO.
68Or here's another example: What is one great place to advertise suntan lotion?
69How about a swimming pool?
70It has the exact group of people that need the product.
71Alright, one last thing.
72Let's say you're filming a commercial for a water filter pitcher.
73What would be good scenery to use for the background?
74Think about somewhere calm and relaxing with clean, fresh water.
75Can't you see how much more effective a commercial with the beautiful scenery and flowing rivers of a national park would be
76than, say, water dripping from a tap?
77So to wrap things up today,
78think about the geography of your target market,
79the type of marketing material you should use,
80and the most effective way to appeal to the customer in order to make a successful ad campaign.
81That is all I have for you today.
82Make sure to read through chapter 8 for Monday if you have not done so already.
83OK, now I'd be happy to answer...