Various Forms of Advertising
Newspapers
Advantages—flexibility,
community prestige, intense coverage, reader control of exposure,
coordination with national advertising, merchandising service
Disadvantages—short
life span, hasty reading, poor reproduction
Radio
Advantages—immediacy,
low cost, practical audience selection, mobility
Disadvantages—fragmentation,
temporary nature of message
Magazines
Advantages—selectivity,
quality reproduction, long life, prestige associated with some, extra
services
Disadvantages—lack
of flexibility
Outdoor Advertising
Advantages—quick
communication of simple ideas, repetition, ability to promote products
available for sale nearby
Disadvantages—brevity
of the message, public concern over esthetics
Television
Advantages—impact
mass coverage, repetition, flexibility, prestige
Disadvantages—temporary
nature of message, high cost, high mortality rate for commercials, evidence
of public distrust, lack of selectivity
Direct Mail
Advantages—selectivity
and speed, intense coverage, flexibility of format, complete information,
personalization
Disadvantages—high
cost per person, dependency on quality of mailing list, consumer resistance
Cooperative Advertising
Cooperative advertising
should be looked at as a way to enhance consumer awareness of
a product (or brand) in a local market under both the brand and the
retailer’s name. Think of cooperative advertising as retailers helping to
sell a product by paying part of the expense to promote the product in their
local market.
Cooperative expenditures should be examined in the same way as other
advertising, public relations and
promotional plans. A program can be considered weak if the focus is on
generating immediate store traffic
through markdown promotions and ads emphasizing savings that could damage
the brand's quality image.
Federated Cooperative’s program is a good example of a cooperative program.
In order to take advantage of their program, several criteria must be met:
• The product must be sold in the Co-op stores
• The company must be an established supplier
• The company must be able to ship the product to all Co-op stores Although
a cooperative advertising
program can be expensive to the producer, the benefits can also be
significant. Cooperative advertising
averages around 2 to 5 percent of the invoice value. However, every product
is different. The value is put toward purchasing newspaper ads together with
the retailer. The ads are usually finalized in December for the following
year. Be sure to stipulate that the feature price will be set six weeks
prior to the date of
the promotion. Consider an average price reduction of 10 percent in the form
of an off-invoice case allowance timed to coincide with the cooperative
advertising feature.