30+mba-第25部分
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want to reach with your advertising message it’s not always plain sailing。
Marketing 103
The Fishing Times； for example； will be effective at reaching fishermen but
less so at reaching their partners who might be persuaded to buy them
fishing tackle for Christmas or birthdays。 Also； the Fishing Times will be jam
packed with petitors。 It might just conceivably be worth considering
a web ad on a page giving tide tables to avoid going head to head with
petitors； or ge。。ing into a gi。。 catalogue to grab that market’s a。。ention。
If a consumer already knows what they want to buy and are just looking
for a supplier then； according to statistics； around 60 per cent will turn to
print Yellow Pages （or similar）； 12 per cent will use a search engine； 11 per
cent will use telephone directory enquiries； and 7 per cent online Yellow
Pages。 Only 3 per cent will turn to a friend。 But if you are trying to persuade
consumers to think about buying a product or service at a particular time
then a leaflet or flyer may be a be。。er option。 Once again it’s back to your
objectives in advertising。 The more explicit they are the easier it will be to
choose media。
Above or below the line
Advertising media are usually clustered under two headings； above the line
and below the line。 It has to be said that the line is being increasingly
indistinct but it is still a term that is part of the lexicon in se。。ing the
advertising budget。
Above the line
Above the line （ATL） involves using conventional impersonal mass media
to promote products and services； talking at the consumer。 Major abovethe…
line techniques include：
。 TV； cinema and radio advertising： The vast array of local newspapers；
TV channels and digital radio stations can make this a more targeted
advertising strategy than has been the case。
。 Print advertising in newspapers； magazines； directories and classified
ads： Print of all forms has the merit of having a long life； so it can be
used for handling more plex messages than； say； radio or TV。
。 Internet banner ads act as a point of entry for a more detailed advert。
。 Search engines： Search engine advertising es in two main forms。
PPC （pay per click） is where you buy options on certain key words so
that someone searching for a product will see your ‘advertisement’ to
the side of the natural search results。 Google； for example； offers a deal
where you pay only when someone clicks on your ad and you can set
a daily budget stating how much you are prepared to spend； with 5 a
day as the starting price。
。 Podcasts； where internet users can download sound and video free； are
now an important part of the E…advertising armoury。
。 Posters and billboards。
104 The Thirty…Day MBA
Below the line
Below the line （BTL） talks to the consumer in a more personal way using
such media as：
。 Direct mail – leaflets； flyers； brochures： Response rates are notoriously
low； o。。en less than 1 per cent resulting in sale； but direct mail has the
merit of being a proven method of reaching specific targeted market
segments。
。 Direct e…mail and viral marketing： The la。。er is the process of creating
something so hot that the recipients will pass it on to friends and colleagues；
creating extra demand as it rolls out。 Jokes； games； pictures；
quizzes and surveys are examples。
。 Sales promotions； including point of sales material： Activities carried
out in this area include free samples； try before you buy； discounts；
coupons； incentives and rebates； contests； and special events such as
fairs and exhibitions。
。 PR （public relations）： This is about presenting yourself and your
business in a favourable light to your various ‘publics’ – at li。。le or no
cost。 It is also a more influential method of munication than general
advertising – people believe editorials。 There may also be times when
you have to deal with the press – anything from when you are trying to
get a。。ention for a new product to handling an adverse situation； say if
your product has to be recalled for quality reasons； or worse。
。 Le。。erheads； stationery and business cards are o。。en overlooked in the
ba。。le for customer a。。ention； but are in fact o。。en the first and perhaps
only way in which a business’s image is projected。
。 Blogs； where the opinions and experiences of particular groups of
people are shared using online munities such as MySpace； for
example； are an extension of this idea。 Neilson NetRatings reported in
2008 that over 2 billion munity sites are viewed every month in the
UK alone。
Push or pull
Like above or below the line； push and pull are different advertising strategies
used for achieving different results。 Pull advertising is geared to
drawing visitors into your net if they are actively looking for your type of
product or service。 Search engines； listings in on… and off…line directories；
Yellow Pages and shopping portals are examples here。
Push advertising tries to get the word out to groups of potential customers
in the hope that some of them will be considering making a purchase
at about that time。 Magazines； newspapers； TV； banner ads and direct mail
both on… and off…line are examples here。
As with above and below the line； the distinctions are fast being
blurred； but the message used in your advertising will be different。 With
Marketing 105
pull there is the assumption that people want to buy； and they just need
convincing that they should buy from you。 Push calls for a different
message convincing them of their need and desire in the first place。
Measuring results
A glance at the advertising analysis in Table 3。3 will show how to tackle the
problem。 It shows the advertising results for a small business course run
in London。 At first glance the Sunday paper produced the most enquiries。
Although it cost the most； ￡3；400； the cost per enquiry was only slightly
more than for the other media used。 But the objective of this advertising was
not simply to create interest； it was intended to sell places on the course。 In
fact； only 10 of the 75 enquiries were converted into orders – an advertising
cost of ￡340 per head。 On this basis the Sunday paper was between 2。5 and
3。5 times more expensive than any other medium。
Table 3。3 Measuring advertising effectiveness
Media used Cost per
advert
￡
Number of
enquiries
Cost per
enquiry
￡
Number of
customers
Advertising
cost per
customer ￡
Sunday paper 3；400 75 45 10 340
Daily paper 2；340 55 43 17 138
Posters 1；250 30 42 10 125
Local weekly
paper
400 10 40 4 100
Judy Lever； co…founder of Blooming Marvellous； the upmarket maternitywear
pany； believes strongly not only in evaluating the results of
advertising； but in monitoring a particular media capacity to reach her
customers：
We start off with one…sixteenth of a page ads in the specialist press； then once
the medium has proved itself we progress gradually to half a page； which
experience shows to be our optimum size。 On average there are 700；000
pregnancies a year； but the circulation of specialist magazines is only around
the 300；000 mark。 We have yet to discover a way of reaching all our potential
customers at the right time – in other words； early on in their pregnancies。
Place （distribution and logistics）
Place is the fourth ‘P’ in the marketing mix。 This aspect of marketing strategy
is about how products and services are actually delivered into the
customer’s hands。
106 The Thirty…Day MBA
If you are a retailer； restaurant or hotel chain； for example； then your
customers will e to you。 Here； your physical location will most probably
be the key to success。 For businesses in the manufacturing field it is
more likely that you will go out to ‘find’ customers。 In this case it will be
your channels of distribution that are the vital link。 For many businesses
delivering a service the internet will be both the ordering and fulfilment
vehicle。
The following are the factors to take into account in this area。
Channels of distribution
If your customers don’t e to you； then you have the following options
in ge。。ing your product or service to them：
。 Retail stores： This general name covers the great range of outlets from
the corner shop to Harrods。 Some offer speciality goods such as hi…fi
equipment； where the customer expects professional help from the staff。
Others； such as Marks & Spencer and Tesco； are mostly self…service；
with customers making up their own mind on choice of product。
。 Wholesalers and distributors： The pa。。ern of wholesale distribution
has changed out of all recognition over the past two decades。 It is still
an extremely important channel where physical distribution； stock
holding； finance and breaking bulk are still profitable functions。
。 Cash and carry： This slightly confusing route has replaced the traditional
wholesaler as a source of supply for smaller retailers。 In return for
your paying cash and picking up the goods yourself； the ‘wholesaler’
shares part of his or her profit margin with you。 The a。。raction for the
wholesaler is improved cash flow and for the retailer a bigger margin
and a wide product range。 Hypermarkets and discount stores also fit
somewhere between the manufacturer and the marketplace。
。 Mail order： This specialized technique provides a direct channel
to the customer； and is an increasingly popular route for new small
businesses。
。 Internet： Revenue generation via the internet is big business and ge。。ing
bigger。 For some sectors； such as advertising； books； music and video；
it has bee the dominant route to market。 There is no longer any
serious argument about whether ‘bricks’ or ‘clicks’ is the way forward；
or if service businesses work be。。er on the web than physical products。
Almost every sector has a major part to play and it is increasingly
unlikely that any serious ‘bricks’ business will not either have or being
building an internet trading platform too。 Dixon’s； a major electrical
retailer； has shi。。ed emphasis from the high street to the web and Tesco
has built a ￡ billion…plus home delivery business on the back o
