Advertising Retail Pharmacy on a Shoestring Budge. Jeff Slutsky CEU (1.5 contact hours) ACPE# L04-P/T
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1 Advertising Retail Pharmacy on a Shoestring Budge Jeff Slutsky 0.15 CEU (1.5 contact hours) ACPE# L04-P/T
2 Advertising Retail Pharmacy on a Shoestring Budget Jeff Slutsky Drug Store News is accredited by the Accreditation Council for Pharmacy Education (ACPE) as a provider of continuing pharmacy education. This CPE activity is approved for pharmacists and technicians and is worth 1.5 contact hours (0.15 CEUs) L04-P L04-T powered by Create a Profile 2015 Attendees 1. Visit DrugStoreNewsCE.com/ pba-health 2. Log in with your DSN username and password New Attendees 1. Visit DrugStoreNewsCE.com 2. Create a PBA Health-linked profile using organization code: pba2015 (See the packet for complete instructions.) 3. Log in with your username and password at DrugStoreNewsCE.com/ pba-health How to Submit CPE Credit 1. Claim CPE credits online at drugstorenewsce.com/pbahealth 2. Log in with your PBA Healthlinked profile 3. Select the session title(s) attended from the Pharmacist or Technician list 4. Enter the session code and complete the attestation and evaluation 5. Complete the submission by August 24 Drug Store News is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. powered by 1
3 Advertising Retail Pharmacy on a Shoestring Budget Session Code: Drug Store News is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. powered by Faculty Disclosures Program presented by: Jeff Slutsky, BA Drug Store News is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. powered by Learning Objectives 1. To describe the best approaches to using local print advertising including daily, weekly and free papers. 2. To choose the best radio station based on a cost vs target audience size. 3. To inform the most effective techniques for using billboards. 4. To specify the elements of text and design in advertising that offer the strongest potential response rate. 5. To rank the various local advertising media by their potential effectiveness for an independent pharmacy and its surrounding community. Drug Store News is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. powered by 2
4 Mastering the Art of ADVERTISING ON A SHOESTRING JEFF SLUTSKY THE MEDIA THE ADVERTISING MEDIA OPTIONS AVAILABLE IN YOUR COMMUNITY NEWSPAPER 3
5 NEWSPAPER NEWSPAPER 22 NEWSPAPER 4
6 NEWSPAPER 4 Col x 14 in = 56 Col in. Cost = $560 (43% savings) Headline above center fold Minimal loss of readers HEADLINE DIRECT MAIL DIRECT MAIL MAKING DIRECT MAIL WORK BETTER (Most ends up in the trash!) POSTCARDS 5
7 DIRECT MAIL MAKING DIRECT MAIL WORK BETTER DIRECT MAIL MAKING DIRECT MAIL WORK BETTER DIRECT MAIL WHAT OTHER MAILERS THAT ALWAYS GET OPENED? 6
8 MAGAZINES & JOUNRALS RADIO RADIO 7
9 RADIO RADIO TELEVISION 8
10 TELEVISION OUTDOOR OUTDOOR 9
11 DIGITAL EXTERIOR VISIBILITY EXTERIOR VISIBILITY 10
12 EXTERIOR VISIBILITY BIG SALE PUBLICITY/PR Make a list of local news outlets (print, radio, TV, blogs, etc.) Create a contact list (names, s, phones) When event happens contact the appropriate reporter interest for your readers, viewers or listeners contact the appropriate reporter for the news item Questions 11
13 How to Submit CPE Credit 1. Claim CPE credits online at drugstorenewsce.com/pbahealth 2. Log in with your PBA Healthlinked profile 3. Select the session title(s) attended from the Pharmacist or Technician list 4. Enter the session code and complete the attestation and evaluation 5. Complete the submission by August 24 Advertising Retail Pharmacy on a Shoestring Budget Session Code: Drug Store News is accredited by the Accreditation Council for Pharmacy Education as a provider of continuing pharmacy education. powered by 12
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