UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE

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Advertising and Promotion (MKT621)

Lesson 35

UTILITY OF VARIOUS MEDIA

OVERVIEW

In this lecture we will recap the procedure the choosing a production company and the two

important elements for producing TV spots like tape or film and like hiring talent. Besides this

we will also review the utility of radio, TV, newspapers and magazines. The use of direct mail

as an important advertising tool, we will also be discussed including the rules and benefits.

TAPE OR FILM:

While preparing a good TV spot it is important to answer the following two questions.

Following is the comparison between the usage of tape and film and its features for preparing a

TV spot.

TAPE

FILM

· Good for low budget spots

· Expensive & more subtle quality

· Less depth & range of tones

· More depth & range of tones.

· Expensive spots both in tape & film.

HIRING TALENT:

No spot can be complete without the use of the actors or announcers who read your copy or

perform "live" in the spot. In this context the hiring of talent of different type is given below:

Announcer: Who reads your copy, (on or off camera).

Actors: Who perform "live" in the spot or both.

Using yourself, your staff, or family members in commercials: Be cautious Get third party

opinion.

UTILITY OF RADIO

We will try to review the utility of different mediums like Radio, TV, Newspapers and

magazines as under:

· Any business serving a consumer market can use Radio.

· Bring immediate response for sale & promotion.

· Equally good at increasing awareness.

UTILITY OF TV

· Ideal for Advertisers need to demonstrate their product.

· Creates sense of Excitement.

· Those needing to reach a specific Market.

· Creates advertising opportunities for businesses aiming at narrower target.

UTILITY OF NEWSPAPERS

· Those who want to influence a broad market.

· Newspapers provide a good medium for conveying specific, detailed information such as

price, percentage discounts & product features.

· Local daily & weekly newspapers are No.1 advertising choice of most small businesses.

UTILITY Of MAGAZINES

· Where potential market is highly targeted &/or scattered over a wide geographical area.

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Advertising and Promotion (MKT621)

· Where advertisers want broader target & a more narrow geographic range.

· Where advertisers who have patience & are more interested in building long term

business than in rapid sales.

HOW TO USE DIRECT MAIL:

Direct mail refers to brouchers, letters, post cards and catalogs that are sent through mails and

are expected to bring an immediate sale or inquiry.

Who should use direct mail?

The following categories of advertisers can use direct mail for effective results:

· For advertisers with a highly specific target market.

· For those who do not have a store or walk in office.

· Great for reaching working women & other business people.

· For those who don't mind making a relatively high initial investment to get a high rate of

response.

Costs of direct mail:

The costs of direct mail vary greatly as explained below:

· From 5 Rs. to Send a letter to thousands for sending modest catalog mailing.

· One way is to send through JOINT Mailing.

Mailing List Three Types

1. Your customer list: Your sales data.

2. Compiled lists: From directories.

3. Responder lists: Who responded to direct mailings.

RULES OF DIRECT MAIL:

Before you begin to plan your package of direct mail following principles of any direct mail

should be kept in mind:

Stress Benefits: Benefit statement most important, Headline must state primary benefit of

offer.

Repeat offer more than once: Three times - in letter, brochure, response device.

Offer an incentive: Buy within 30 days & receive the free book.

Offer a Guarantee: "Guaranteed for life" or "life time guarantee".

Give more than one option to respond: Like giving option to call or order by mail.

Put your copywriter in charge: Use experienced copywriter for direct mailing.

Don't be afraid of long copy two purposes: A long copy should not be avoided as it can

serve to purposes as under:

1. Gives casual reader more to capture attention.

2. Helps close sales by giving more information.

Make copy easily understandable: Don't make people work too hard, you will lose them.

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Advertising and Promotion (MKT621)

DIRECT MAIL PACKAGE:

"A direct mail package can be anything from a letter to an elaborate package containing

product sample, videotape, and or gifts." And this package should be based on following

factors.

· The size of budget.

· Complexity of message to be delivered.

· Your positioning.

· Amount of time your audience will give to your mailing.

A typical direct mail package can contain several pieces e.g.:

1. A Mailing Envelope: Try to make your envelop as inviting as possible by using various

proven techniques.

i. Chose a size and color of envelop that doesn't look like junk mail.

ii. Use the right stamp

2. Sales Letter: A good sales letter should be as personal as possible and as packed with

selling copy as possible.

3. Direct Mail Brochure: It should be a complete, stand alone sales piece it can be almost of

any length and the plain or fancy.

4. The Response Device: A response device is known as the reply card or reply coupon this

should contain a brief of your offer, all price information and your address.

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