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PPT : Benefits and Risks of Non Traditional Marketing
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Traditional versus Non Traditional
* Credibility
o NT can be more credible have more impact and more efficient when it works.
* Budgeting
o NT costs can be uncertain
o Traditional advertising costs can be better forecasted.
* Target market
o Traditional advertising can be well targeted through mass media
o NT relies on audience self selection
* Metrics
o Traditional advertising = measurable, reach GRP, frequency = more easily measured by market research.
o NT is more difficult to evaluate.
*By Jan. 1996 BMW had to scale down their marketing efforts to avoid potential consumer backlash by not being able to meet demand.
* Tactics shifted to maintaining consumer interest
o Cinema advertising (60 sec. Teaser placements)
o In flight videos targeted at business travelers.
o Dealer sponsored direct marketing programs to maintain interest of people on waiting lists.
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