MKTG1001 Marketing Principles Lecture 10 Housekeeping: • Good luck for the last group activity next week! • Work on your finlass
Learning Outcomes: • Be able to understand the processes involved in advertising. • Be able to understand the nature and functions of public relations.
• Defined as a ‘loosely defined category that covers everything from ads on drink coasters in bars, ads projected on to the side of a building, placement of products in TV programmes, sand sculptures of products, sky writing, ads on hot air balloons, etc” (Shoebridge, 2005). • The growth in time spent in ‘newish’ media and entertainment products such as the Internet, mobile phones, DVD, computer games is eroding time devoted to conventional media such as FTA TV, newspapers, and radio. • Examples: 1. Absolut-Cut (ready-to-drink version of Absolut vodka) did not use any form of media advertising but used non-media marketing tools instead such as point-of-sale material, events, photographic exhibitions, PR, and two bars set up especially for launching the product which were then closed down in 2 months. 2. In addition to its $10 million ‘All You need to Know’ campaign, the launch of Telstra’s Sensis included ‘odd’ marketing tools such as buskers singing its jingle and people scrawling the Sensis logo on city footpaths. 3. Heinz set up a Heinz baked beans restaurant in Melbourne in 2004 which only operated for 2 days but created widespread media attention.
