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142 Marketing: the Basics
years earlier. Puff Daddy was later awarded a Grammy for
Best Original Song.
• Technical expertise: This type of message demonstrates the
company’s expertise in making a product or service they offer. • Spokesperson: This message features a figure in popular culture or a recognized authority endorsing the product. So long as the target audience trusts the spokesperson, the
endorsement is credible.
• Testimonial evidence: This message is similar to employing
a spokesperson except instead of paid celebrities, the featured speaker is a typical user who has truly benefited from using the product. This is particularly effective online.
• Scientific evidence: This message presents scientific or other types of evidence proving the marketer’s claims.
facToRs To consiDeR
While every message must be distinct, meaningful and credible, the marketer must consider other factors in the marketing plan. He or she must decide the advertisement’s reach, frequency and timing. Reach measures in percentages how much of the targeted audience was exposed to the advertisement over a period of time. Frequency measures the amount of times a person is exposed to the message. Finally, the marketer must decide when to release the advertisement. It makes little sense to advertise an outdoor water-park in winter. Timing is equally important as reach and frequency. The same metrics described above are used in the online world, but the metric that matters the most is the conversion rate, which measures the number of times an ad was clicked, divided by the frequency. Purchasing keyword-related advertising such Google Adwords programme usually results in a click-through-rate of between 5 and 10 per cent.
SALES PROMOTIONS
Sales promotions are short-term incentives to encourage customers to make a purchase. Sales promotions are popular with vendors because customers easily recognize the value a sales promotion offers: savings. What’s more, sales promotions enable firms to shed excess inventory in their warehouses.
