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OSU BA 495 - Body Advertising

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Ad Nauseam: Your Message HereManagement of Sales Promotions and PublicityTypes of Sales PromotionEight Most Popular Types of Joint-Sponsored Sales PromotionsPercentage of Rebates Redeemed by Dollar ValueEvaluating Sales Promotions: What they Can and Cannot AchievePublicity ManagementNon-Traditional AdvertisingHave a Minute? Capturing a Captive AudienceA Proliferation of Advertising VenuesOutdoor Advertising 5% of Global AdvertisingAdvertising Gets Physical The Advent of the Body BillboardIt Gets ResultsGrowth in Ambient MediaQuestions?SourcesAd Nauseam:Ad Nauseam:Your Message Your Message HereHereJeff BarrogaJeff BarrogaKelli McCurryKelli McCurry I MBAsManagement of Sales Management of Sales Promotions and PublicityPromotions and Publicity•Role of Sales Promotion•Types of Sales Promotion•Evaluating Sales Promotions•Publicity ManagementTypes of Sales PromotionTypes of Sales PromotionPremiumsDemonstrations and SamplingSole Sponsored Joint SponsoredSales PromotionsContest and SweepstakesFrequent - Buyer ProgramsCouponsIn-Store DisplaysEight Most Popular Types ofEight Most Popular Types ofJoint-Sponsored Sales Joint-Sponsored Sales PromotionsPromotions1. Coupons in retailer ads2. Cents-off3. In-store coupons4. Refunds5. Electronic, in-store displays6. Samples7. Premiums8. SweepstakesPercentage of RebatesPercentage of RebatesRedeemed by Dollar ValueRedeemed by Dollar ValueValue RedeemedGreater than $50 88%$25.00 - 49.99 48%$15.00 - 24.99 18%$ 5.00 - 14.99 11%$ 2.00 - 4.99 5%Less than $2.00 1%Evaluating Sales Promotions: Evaluating Sales Promotions: What they Can and Cannot What they Can and Cannot AchieveAchieve Can Achieve•Inspire consumers•Stimulate sales•Combat competition•Encourage repeat usage•Reinforce advertising Cannot Achieve•Fight non-acceptance•Overcome crappy people•Give consumers a compelling reason to continue purchasing a product in the long run•Turn bad sales around permanentlyPublicity ManagementPublicity ManagementAdvantages:•Objective•Credible•Appeals to a mass audienceDisadvantages:•Difficult to control and time•Integrate with other parts of the mixNon-Traditional AdvertisingNon-Traditional Advertising•Why?–Reaching consumers is getting harder–A growing focus on micro-targeting–Consumers are tired of traditional methods–Online “click-through” rates are sluggish•What we’re talking about–New non-traditional methods–Outdoor advertising–Human billboards–Impressive results–Industry growthHave a Minute?Have a Minute?Capturing a Captive Capturing a Captive AudienceAudienceElevatorsBathroomsFloor GraphicsGasoline Pump NozzlesA Proliferation of A Proliferation of Advertising VenuesAdvertising VenuesEmerging advertising methods–Automobile ad wraps (360◦)–Cell phones–Hotel key cards–Beach sand–Fresh FruitOutdoor AdvertisingOutdoor Advertising5% of Global Advertising5% of Global AdvertisingBillboards (50%) Street Furniture (18%) Transport (26%) Ambient (16%)• 18.3 Billion 2003 Rev• Street Furniture Fastest GrowingAdvertising Gets PhysicalAdvertising Gets PhysicalThe Advent of the Body BillboardThe Advent of the Body Billboard•SnoreStop–$37,325 for forehead•GoldenPalace.com–$4000 for tummy•Need a body?–TatAd.com–E-bay•Wanted: Dinosaur HuntersIt Gets ResultsIt Gets ResultsRetailers are happy–Floor graphics•25-27% sales increase–Shopping carts •10% increase–Gas pump nozzles•40-300% increase–Costs less than traditional methodsGrowth in Ambient MediaGrowth in Ambient Media•51% industry growth since 2000•Ad NauseamCOMPANY AD MEDIUM EARLY ACHIEVEMENT C& E New Media Inc. Hackensack, N.J.Supplies and restroom walls in bars and restaurantsBar glass promos for ESPN and movie debutsBeach 'n Billboard Inc. Leonia, N.J.Blanket-size impressions on public-beach sandSkippy peanut butter, Snapple, and ABC-TV ads at Seaside Heights, N.J.Fruit Label Co. Los AngelesStickers on supermarket produceAds on 15 million apples for Ask Jeeves search enginePoleMax Media Group LLC DallasWraparound banners on protective padding placed on gas station and convenience store light polesFour-color ads for McDonald's, Gatorade, and the Texas LotteryKeyAd LLC San AntonioPlastic key cards and key card folders for hotel roomsTrade show exposure for Sterling Truck Corp. at the Great American Trucking ShowQuestions?Questions?Sources•Alt.advertising. McMurray, Shandley, Profit, 11831324, Mar2005, Vol. 24, Issue 1 •Harvard Business Review Case: JCDecaux•Advertising. Brian Steinberg and Suzanne Vranica. Wall Street Journal. (Eastern edition). New York, N.Y.: Dec 30, 2004. pg. B.1 •It's an Ad, Ad, Ad, Ad World . DANIEL EISENBERG. Time Magazine. September 2,


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OSU BA 495 - Body Advertising

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