Welcome to the Edcom Webinar What Advertising Can and Cannot Do
“don’t tell my mother I work in an advertising agency; she thinks I play piano in a whorehouse.” Jacques Seguela
Stand Tall!
Advertising Can Create Brands
£2.80 £1.20
How Can You Tell You Have A Brand?
It Can Change Behaviour
It Can Make Money
It Can Create Jobs
It Can Set The Record Straight
BUT Advertising Can’t Do Everything PRODUCT Variety Quality Design Features Brand name Packaging Services Environment PROMOTION Advertising Direct Marketing
PEOPLE Salespeople Colleagues Consumers Shareholders
PROCESS Systems Materials Factory Location Energy costs
What the client has to think about
Sales Promotion
Sponsorship PR Social media
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PHYSICAL EVIDENCE Delivery of service
PRICE List price Discounts Allowances Payment periods Credit terms Elasticity PLACE Channels Coverage Assortments Location Inventory Transportation Logistics Storage
It Can’t Make You Buy
It Can’t Target Only Those Likely To Buy
It Can’t Make A Bad Product Good “There is a great deal of advertising that is much better than the product. When that happens all that the good advertising will do is put you out of business faster.” Jerry Della Famina
“Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.” Leo Burnett
“advertising is the most fun you can have with your clothes on.� Jerry Della Famina
Please refer to www.eacaeducation.eu for news of upcoming talks and other webinars