25 May WHO IS THE COMPANY OR TRADE ASSOCIATION TARGETING?
Sharpening Your Communication Skills
The good news: The current events blog you started as a hobby has become quite popular. The bad news: The blog now takes up so much of your time that you’ve had to quit a part-time job you were using to supplement your regular income. After some discussions with other bloggers, you decide to join Google’s AdSense program ( www.google.com/adsense ) to help pay for the costs of operating your blog. With this program, small ads triggered by keywords in the content you publish will appear on your site. However, you’re worried that your audience will think you’ve “sold out” because you’re now generating revenue from your blog. Write a short message that could be posted on your blog, explaining why you consider it necessary to run ads and assuring your readers of your continued objectivity, even if that means criticizing organizations whose ads might appear on your blog.
Building Your Team Skills
In small groups, discuss three or four recent ads or consumer promotions (in any media) that you think were particularly effective. Using the knowledge you’ve gained from this chapter, try to come to agreement on which attributes contributed to the success of each ad or promotion. For instance: Was it persuasive? Informative? Competitive? Creative? Did it have logical or emotional appeal? Did it stimulate you to buy the product? Why? Compare your results with those of other teams. Did you mention the same ads? Did you list the same attributes?
Developing Your Research Skills
Choose an article from recent issues of business journals or newspapers (print or online editions) that describes the advertising or promotion efforts of a particular company or trade association.
Question
1. Who is the company or trade association targeting?
2. What specific marketing objectives is the organization trying to accomplish?
3. What role does advertising play in the promotion strategy? What other promotion techniques does the article mention? Are any of them unusual or noteworthy? Why?
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