Archives for posts with tag: advertising

Despite the fact that this blog is named Advantageous Advertising, I’ve realized that I have to take a moment and discuss the importance of promotional activity in the grand marketing scheme. Over the past few years, companies have been spending way, way more on promotions than they have for the advertising of the very same products. But it wasn’t until reading a few posts on INMA (our favorite collection of blogs for all things marketing and advertising) that I realized how important promotion has become as of late.

Promotional spending can be justified over advertising spending for 3 main reasons:

1) Measurability

It is very difficult to track how many people have seen an ad, how many of those people actively participated and interacted with the ad, and how many of those people actually followed through and purchased the item being advertised. With promotion the guess work is gone. If the company’s goal is increased store traffic, a promotion for that store will either produce the results or it won’t. It’s that simple. If a promotion works, the goal is reached. If a promotion fails, it looks like you’ve still got some marketing to do.

2) Strategy

To be efficient with a promotion, it’s easy to narrow down the targeted segment. Want to increase sales in Oklahoma? Send out coupons and flyers in Oklahoma. Is the store on the corner of Pine Street and Pennington doing poorly? Promote a discount valid only at that location. Get strategic with your promotions and see what happens!

3) Time-Sensitivity

In the age of the internet, once an advertisement hits the media, it can be saved and shared and shown forever. Promotions, on the other hand, last only as long as you want them to. Maybe you’re only interested in offering discounts to shoppers before 1pm. Or after 4. Or maybe just in months ending in “-ember.” No matter what your strategy, promotions are great for managers with a limited amount of time. Once you meet your goal, the promotion can be cut back. It’s up to you.

These are just three of the reasons that promotion is surpassing advertising in marketing dollars spent. Three more reasons not to underestimate the power of promotion!

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As an aspiring marketing executive, I find myself looking for new organizations and newsletters and websites to give me a little more information about the industry. In one of my more recent Internet searches, I found myself deeply entranced by the articles one website had to offer. Anything and everything marketing or advertising related has its own category, neatly organized and up-to-date.

This marketing gem is known in the industry as INMA, a website made possible by the International News Media Association. INMA is “the world’s leading provider of global best practices and marketing ideas for news media companies looking to grow amid profound market change.” In other words, INMA is a leader in providing companies and individuals with the marketing and advertising knowledge to promote positive organizational growth even in these tumultuous times.

This site brings all the best marketing blogs into one, convenient location. Looking for the latest market research trends? INMA is for you! Or maybe you’re more interested in viewing a timeline of online advertising, its progression through the years with the advent of mobile phones and other advancing technologies…INMA is still for you! I have found that looking through various sources of reliable information is the best way to develop thoughts on a topic, and the way INMA brings together a wide variety of blogs into one convenient location is really exceptional.

So go ahead…you know you want to take a look at this fantastic marketing and advertising resource! And it’s all right there in one place. Could it be made any simpler? I seriously doubt it…

http://www.inma.org/

Enjoy all that INMA has to offer and stay current on the latest news in this dynamic field!

Cheers,
Liz

Welcome to advantageous advertising, a blog for students, professionals, and anyone else interested in marketing who may not know where else to catch up on the latest advertising and media trends.

My name is Liz and I’ll be the one bringing you everything you ever wanted to know…and then some…about the marketing industry. From ad campaigns and branding strategies to marketing conferences and catchy commercials, there’s a whole lot more to advertising than what Mad Men leads us to believe.

But what makes me a reliable source of advertising information? As a sophomore Marketing major at The College of New Jersey, I’m learning all about what it takes to sell a product to a customer. Who is the target market? What makes this cheap bar of soap better than that one? Why do you need another bar of soap, again? The truth is: neither soap is particularly great…and you don’t need another…but those ads…

So here we are: I’ve introduced myself to you as an up-and-coming advertising executive (wishful thinking never hurt anybody, right?) hoping to keep you informed about the latest marketing trends. I’ll keep you posted with my favorite ad campaigns, innovation in the industry, and any other exciting news that seems relevant to me at the time, all while trying to remain at least mildly entertaining. That’s my promise and I’m sticking to it.

Cheers,
Liz