CREATIVE USE

ADVERTISING
OF AND
PROMOTION
 Objectives
At the end of the learning experience, the learner will be able to:

1. Define your company’s unique selling proposition (USP).

2. Explain the differences among promotion, publicity, personal selling, and

advertising.

3. Describe the advantages and disadvantages of the various advertising

media.

4. Identify four basic methods for preparing an advertising budget.

5. Describe practical methods for stretching an entrepreneur’s advertising

budget.
 UNIQUE
SELLING
PROPOSITION
 WHAT IS UNIQUE SELLING
PROPOSITION?

A company's unique selling It's the essence of what

proposition (USP) is the makes your business
single, most compelling distinct and valuable.
reason why a customer should
choose their product or
service over the competition.
 UNIQUENES
S
It highlights a feature or benefit that your competitors don't offer or can't match.

VALUE
It clearlyPROPOSITION
communicates the specific benefit your product or service delivers to the
customer. This benefit should address a pain point or need they have.

COMPETITIVE
ADVANTAGE
It positions your company as the superior choice by demonstrating why your offering is better
than what others provide.
An effective USP is like a powerful magnet that attracts your target audience and compels them to
choose you. It's concise, memorable, and easy to understand.
 CREATING A
PROMOTIONA
L STRATEGY
 WHAT IS PROMOTIONAL
STRATEGY?

In general, creating a
A plan or approach that promotional strategy
businesses use to promote involves understanding your
their products or services to marketing goals, choosing
the right promotional mix:
their target audience. advertising, personal selling,
promotion, and publicity.
PROMOTION
This refers to the various strategies used to make a product or service known to potential customers. It
can include activities like advertising, public relations, and direct marketing.

PUBLICITY
This is the act of getting attention or raising awareness for a product, service, cause, or organization,
often through the media. It's typically seen as a part of public relations and differs from advertising
because it's not directly paid for.

ERSONAL SELLING
This is a strategy where businesses use individuals (salespeople) to sell products directly to
consumers. It's a form of direct marketing and involves building relationships with customers.
ADVERTISING
This is a form of communication used to persuade an audience (viewers, readers, or listeners) to take
some action with respect to products, ideas, or services. It's typically paid for and can be done through
various media like TV, radio, online, print, billboards, etc.
 CREATING A PROMOTIONAL STRATEGY IS HIGHLY
IMPORTANT FOR BUSINESSES FOR SEVERAL REASONS:

INCREASED BRAND AWARENESS CUSTOMER ACQUISITION

VISIBILITY AND RECOGNITION AND RETENTION
A well-designed By consistently An effective promotional
promotional strategy promoting your brand strategy can help attract new
helps increase the through various customers and retain
visibility of your channels, you can existing ones. Ongoing
business, products, or establish a strong promotional efforts can help
services. presence in the market
nurture customer loyalty
and differentiate
and encourage repeat
yourself from
purchases.
competitors.
 CREATING A PROMOTIONAL STRATEGY IS HIGHLY
IMPORTANT FOR BUSINESSES FRO SEVERAL REASONS:

COMPETITIVE
LONG-TERM BUSINESS
ADVANTAGED
GROWTH
It allows you to
highlight your unique A well-planned
selling points, promotional strategy
differentiate yourself contributes to the long-
from competitors, and term growth and
position your brand as success of a business.
the preferred choice
among
SELECTING
ADVERTISIN
G MEDIA
 TIPS ON SELECTING AN
ADVERTISING MEDIA
With more and more businesses going online it is a
challenge for the website owners to increase their
visibility by choosing the right advertising media.
For the selection of the right platform, it is
essential that you understand the growing trends
and also look for the changes. If you understand
what is needed at what time you are going to excel
in the field.
• Keep The Goal Of Your Company In Mind
• Work On Growing Your Audience
• Understand The Area Of Interest Of Your Audience
• Keep In Mind To Give Credit To The Media Provider
• Lookout For Expert Opinions
• Your Budget And Cost Of The Media
• Ways To Influence Your Buyers
• Online Advertising Methods
 ADVANTAGES AND DISADVANTAGES OF THE
VARIOUS ADVERTISING MEDIA
ADVANTAGES DISADVANTAGES
social media ads social media ads

• Highly targeted audience options • Ad fatigue due to high frequency of

based on demographics, interests, and ads on platforms like Facebook and
behaviors. Instagram.
• Cost-effective compared to traditional • Difficulty in standing out among
media. competitors.
• Ability to engage with customers • Limited reach to older demographics
through comments, likes, and shares. compared to traditional media.
 ADVANTAGES AND DISADVANTAGES OF THE
VARIOUS ADVERTISING MEDIA
ADVANTAGES DISADVANTAGES
TV COMMERCIALS TV COMMERCIALS

• Wide reach, allowing exposure to a • Expensive production and

broad audience. airtime costs.
• Ability to convey emotions and • Difficulty in targeting specific
storytelling effectively. demographics compared to digital
• High impact due to audiovisual media.
nature. • Increasing trend of cord-cutting
reduces viewership.
 ADVANTAGES AND DISADVANTAGES OF THE
VARIOUS ADVERTISING MEDIA
ADVANTAGES DISADVANTAGES
RADIO SPOTS RADIO SPOTS

• Localized targeting options for • Audio-only format limits

specific geographic areas. creativity and impact.
• Lower production costs compared • Less effective for visual-oriented
to TV commercials. products or services.
• Can reach audiences during • Limited audience segmentation
commuting times. compared to digital media.
 ADVANTAGES AND DISADVANTAGES OF THE
VARIOUS ADVERTISING MEDIA
ADVANTAGES DISADVANTAGES
PRINT ADS PRINT ADS

• Tangible format allows for longer • Declining readership and

exposure and potential for circulation of print publications.
multiple views • Limited space for conveying
• Targeting options through specific detailed messages.
publications catering to niche • Inability to track performance
audiences. metrics accurately compared to
• Credibility associated with digital media.
established publications.
 ADVANTAGES AND DISADVANTAGES OF THE
VARIOUS ADVERTISING MEDIA
ADVANTAGES DISADVANTAGES
ONLINE BANNERS ONLINE BANNERS

• Highly targeted based on user • Banner blindness due to

behavior, interests, and browsing overexposure and ad saturation.
history. • Ad blockers reduce visibility to
• Cost-effective with options for a portion of the audience.
pay-per-click or impressions. • Limited space and creative
• Ability to track performance constraints compared to other
metrics in real-time. digital formats.
 ADVANTAGES AND DISADVANTAGES OF THE
VARIOUS ADVERTISING MEDIA
ADVANTAGES DISADVANTAGES
INFLUENCER INFLUENCER
PARTNERSHIPS PARTNERSHIPS
• Authentic endorsements from trusted • Difficulty in measuring ROI and
personalities resonate with effectiveness.
audiences. • Risk of negative publicity if the
• Ability to reach specific niche influencer's actions or statements
markets through relevant influencers. conflict with the brand's values.
• Potential for increased engagement • Cost can vary widely depending
and brand loyalty. on the influencer's reach and
engagement rates.
 HOW TO
PREPARE AN
ADVERTISING
BUDGET
INTRODUCTION
An advertising budget is a financial plan that
outlines the amount of money a business intends
to spend on advertising over a specific period,
typically a year. This budget allocates funds to
various advertising channels and campaigns to
promote products or services and reach target
audiences.
 AFFORDABLE OR
ARBITRARY
METHOD
COMPETITIVE
PARITY METHOD

OBJECTIVE AND
TASK METHOD
FOUR BASIC
PERCENTAGE OF
METHODS FOR
SALES METHOD PREPARING AN
ADVERTISING
PERCENTAGE
SALE
METHOD
This method involves allocating a specific
percentage of projected sales revenue to
advertising
 OBJECTIVE
AND TASK
METHOD
This method involves setting specific
advertising objectives and then
determining the tasks and costs required to
achieve those objectives.
COMPETITIVE
PARITY
METHOD
This method involves setting the
advertising budget based on what
competitors are spending. The idea is to
match or exceed competitors' advertising
spending to remain competitive.
AFFORDABLE
OR
ARBITRARY
METHOD
This method involves setting the
advertising budget based on what the
company can afford or based on arbitrary
factors.
PREPARING AN ADVERTISING BUDGET:

STEP 1: SET CLEAR STEP 2: DETERMINE STEP 3: IDENTIFY YOUR

OBJECTIVES YOUR BUDGET SIZE TARGET AUDIENCE

Define your advertising Consider your overall

goals, whether it's marketing budget, Understand who your ideal
increasing brand revenue projections, and customers are and where
awareness, driving industry benchmarks. they can be reached.
sales, or launching a Allocate a percentage of
new product. your budget to
advertising, balancing
between affordability and
effectiveness.
PREPARING AN ADVERTISING BUDGET:

STEP 4: SELECT STEP 5: ESTIMATE STEP 7: MONITOR AND

ADVERTISING COSTS ADJUST
CHANNELS
Based on your target Research the costs Regularly monitor the
audience and associated with your performance of your
objectives, choose the selected channels, advertising campaigns
most suitable including production against your objectives.
advertising channels costs, media placement Adjust your budget
fees, and agency fees if allocation based on the
applicable. results to optimize
effectiveness.
 PRACTICAL METHODS FOR STRETCHING AN
ENTREPRENEUR'S ADVERTISING BUDGET:

FOCUS ON LEVERAGE FREE OR NEGOTIATE WITH

TARGETED LOW-COST ADVERTISERS
ADVERTISING ADVERTISING
focus on advertising LookCHANNELS
for opportunities Many platforms are open to
channels and methods to advertise for free or negotiation, especially if
that reach your target at a low cost, such as you're willing to commit to
audience more through social media a long-term advertising
effectively. posts, email partnership.
newsletters, or local
community events.
 THANK
YOU FOR
LISTENIN
G!