ADVERTISING

DOES IT HAVE TO
COST AN ARM & A LEG?

26TH AUG 05
Frequently asked question?

How can I get

people to know
about my
business so that
it can grow?
My answer…

Advertise !
Frequent Answer

I cannot
afford to, I
am ‘small’,
you know!
Note That
Everything about your
product communicates:
Price
Place
Product (including
packaging)
Getting Known In
The Market Place
The options available
to you are:
Personal selling
Public Relations/
Publicity
Advertising
Personal Selling
This is a ‘one to one’.
Has its advantages
and limitations.
effective for those
offering specialised
services such
professional firms and
consultants
Personal Selling
Avenues available:
Sponsorships;
• Golf – Club nights
• Seminars
Hosting lunches,
dinners
‘Piggy back’ on
events
Public Relations/ Publicity

This is non paid form of

Promotion. Where you
‘create news’ that is
reported in the media.
Contributions to worthy
causes
New products/ services
that are innovative
Advertising Decisions
Advertising
Any paid form of of non
personal communication
about an organisation and
its products that is
transmitted to an
audience through mass
media (television, radio,
print, outdoor and the
internet).
Introduction

Amount spent on
advertising last
year was Ksh.
8.4B.
Introduction
How was it shared?
Radio 44%
Print 34%
TV 22%
 The Rate Card
Medium Cost (Ksh)
FPFC- Nation 319,000
FPFC- Standard 300,000
KBC TV ( 30 sec) 19,800
KTN TV ( 30 sec) 38,500
NTV 32,000
Capital 9,100
KISS 20,000
Citizen 16,500
 Advertising
Lack of marketing
expertise
Barriers Not treated as a priority

To Unsatisfactory ‘past
experience’
Advertising Wrong perceptions
Legal issues
Unrealistic expectations
 Advertising

Consistent and good

advertising is an
Yet…
effective business tool
that ultimately builds
strong brands
Advertising Decisions
Decisions You
Have To Make
Why (Objective)
How Much
What To Say
Where To
advertise
Who
Objective
What do you
want to
achieve and
how will you
measure it?
Budget
Depends on
affordability.
Keep in mind that
budget could
have a direct effect
on results
Message
Ensure that your
message is :
credible
• believable
• achievable
creative
• relevant
• noticeable
Message
Ensuring that your
advertising message
is relevant:
Understand your
target audience
Know your product
Media
You have a wide
choice of media
vehicles each
with it’s own
advantages and
shortcomings
lis
te
ne
d 100%

10%
20%
30%
40%
50%
60%
70%
80%
90%

0%
to
R
ad
i o
W
at
ch
e d
TV
N
ew
sp
ap
e r
M
ag
az
in
In e
te
r ne
t /E
W m
ai
at
ch l
ed
a
M
ov
ie
Weekly Media Activities
Television

Witnessed tremendous
growth:
priority household
item
increased
electrification in the
rural areas
Availability of cheaper
Improved
programming
 Television
Advantages Disadvantages
Powerful and High production
impactful costs

Ideal for building Clutter

image
Show & tell
Wide range of
programmes
 Press
Advantages
Disadvantages
Ability to carry details
Expensive (high
Intrusive i.e. ability to cost per thousand)
freeze time
Longer shelf life than
electronic media High wastage
Can be used for
reference or as a
poster Not flexible
Relatively cheaper to
produce advert
 Magazines
Advantages Disadvantages

Specific targeting Popular positions

less wastage e.g. covers are
not readily
Authoritative available
Flexible Some have
Longer shelf life unreliable
publication dates
 Radio
Advantages Disadvantages
Cost effective Not intrusive
Ideal for building
frequency High clutter during
peak listening slots
Geographic and
demographic Quick wear out of
flexibility adverts
Interactive
therefore ideal for
promotions
Time of day
relevance
Who
You expertise to
create the advertising
message cost
effectively.
Use freelancers
Use design firms
Use the media
creative departments
Cost Effective advertising
Sponsorships on
radio
• time checks

• a programme

• a show

Classifieds
Inexpensive time
slots
Cost Effective advertising
Classifieds section.
Ensure that it is
relevant to your
product
Sponsoring columns
Yellow Pages
Directory
Cost Effective advertising
Classifieds
sections
Sponsoring
sections e.g.
weather
Why It Sometimes
Doesn’t Work
Wrong Medium
Wrong Message
Under
investment
Unrealistic
expectations
Asante Sana