What you need to know to develop a plan!. Steve Patchen, Score Mentor [email protected] Sarah Sinclair, Advertising Director, SB Independent [email protected].

What you need to know to develop a plan!

Advertising and Promotion in Santa Barbara

Advertising and Promotion in Santa Barbara

Steve Patchen, Score [email protected]

Sarah Sinclair, Advertising Director, SB [email protected]

Kim Clark, Partner and VP of Business Development, [email protected]

Gabriele Huth, Account Executive, SB [email protected]

Presenters

A/S Ratio (Advertising Age, by industry)

Task (Define by various objectives)

Unit (Auto industry)

Acquisition (cost) per sale

Size of Advertising & Promotion Budget

Demographics

Psychographics

Special interests

Residential zip codes

Characteristics of Your Audience

Media habits

For products…in-store display and shelf space

Direct marketing

Word of mouth

How to Reach Them Most Effectively and Economically

Santa Barbara Independent Sarah Sinclair

Noozhawk Kim Clark

Santa Barbara News-Press Gabriele Huth

Go Viral with Google, Bing, Yelp, Facebook, LinkedIn, Craig's List

Santa Barbara’s Most Popular Media Choices

Measure and adjust

Poll clients

Fine tune

“One-half the money I spend on advertising is wasted. The trouble is I don’t know which half.” Jon Wanamaker

Internet

Sight and sound

Infomercial

Multi-media buy

Spokesperson

QVC/HSN

Best Media for Demonstrable Products and Services

Freelance vs. agency

Each has advantages and disadvantages

Be more productive with outside help

Outsourcing Your Advertising?

REACH: total number of different people or households exposed, at least once, to a medium during a given period

FREQUENCY: number of times this audience is exposed to an ad

RATINGS: percentage of total potential audience who choose a particular media vehicle over another. In broadcast media the number of households with their radio/tv tuned to a particular station/channel or program for a specified length of time divided by the total number of households that own radio/tv. Read more: http://www.businessdictionary.com/definition/rating.html#ixzz38Wp2IWTe

Advertising Terms

SHARE: percentage of radio/tv turned to a particular station or channel during a given time period

IMPRESSIONS: number of audience exposed to a media schedule. On the web, basis on which advertising is sold; usually 10 ppg views or hits equals one impression

TRAFFIC COUNTS: study and analysis of the number and kinds of people passing by a particular location, determining the potential buying power in a given area

Advertising Terms (cont’d)

USP Positioning Branding

Differentiate Your Business From The Competition

Thank you for attending. We have SCORE mentors here

today waiting to assist you.

Upcoming SCORE Workshops

September: TBA

October 8: Social Media, presented by Masen Yaffee

President, New Directions in Computing