Marketing for Lawyers
Promotion,
building image
Eva Tomášková
eva.tomaskova@law.muni.cz

l1. Choose from Internet the best one ads for men, women and kids.
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Homework

Advertising and children
lKids are among the most sophisticated observers of ads.
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lThey can sing the jingles and identify the logos, and they often have strong feelings about
products.
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lMass media are used not only to sell goods but also ideas
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lTypical products with aimed promotion at children and adolescents:
lthe makers of toys, sweets, ice cream, breakfast food and sport articles
lAdvertising for other products preferably uses media with which they can also reach the next
generation of consumers. For example – Cigarettes are used as a fashion accessory and appeal to
young women or spots include sporting heroes and smoking through sports sponsorship
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lBusiness is interested in children and adolescents because of their buying power and because of
their influence on the shopping habits of their parents
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Advertising and children
lThere are some attempts to restrict advertising directed at children. In Europe, debate is on
whether (or how much) advertising to children should be regulated. This debate was appear by a
report released by the Kaiser Family Foundation in February 2004 which suggested fast food
advertising that targets children was an important factor in the epidemic of childhood obesity in
the US.
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Task
lHow is perceive advertising for children in your country?
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lDo you have prohibited advertising for children?

Trends in Advertising
lmobile and internet advertising grew in the last years
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lOlder media advertising saw declines: the most at newspaper
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lAnother significant trend regarding future of advertising is the growing importance of the niche
market using niche or targeted ads.
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Promotion - spots
lhttps://www.ispot.tv/ad/w6vB/1-800-law-firm-mesothelioma?autoplay=1
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lhttps://www.ispot.tv/ad/7Jf3/avvo-when-you-need-a-lawyer?autoplay=1
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lhttps://www.ispot.tv/ad/wyl4/legal-help-center-listen-up
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lhttps://www.youtube.com/watch?v=EWNsC519wjw
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lhttps://www.youtube.com/watch?v=6TGH-5Nhyak
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lhttps://www.youtube.com/watch?v=Hr5_Me06z5g
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lhttps://www.youtube.com/watch?v=HL3MxAH-kDI
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lhttps://www.youtube.com/watch?v=pzVkbKUFTmY
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lhttps://www.youtube.com/watch?v=0n01Q_GYsEU
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lhttps://www.youtube.com/watch?v=ViWf6HptQrE
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lhttps://www.youtube.com/watch?v=9PwGcFBayxM
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l2. Choose from Internet the best one ad for legal services (law company).
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Homework

Sales promotion
lincludes:
lPrice deal, rebates:
lThe price of a popular product is temporarily reduced in order to stimulate other profitable sales
lA temporary reduction in the price, such as happy hour
lThe packaging offers a consumer a certain percentage more of the product for the same price
lOffers a brand at a lower price
lConsumers are offered money back if the receipt and barcode are mailed to the producer.
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lLoyal Reward Program:
lConsumers collect points, or credits for purchases redeem them for rewards
lConsumers play an interactive game associated with the promoted product.
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lCoupons:
lA coupon booklet is inserted into the local newspaper for delivery.
lOn checkout the customer is given a coupon based on products purchased.
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lGet some presents or products free
lE.g. offers a discount on the total dining bill by offering 1 free kids meal with each regular
meal purchased.
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Public relations
lPR can be used to build rapport with employees, customers, investors, voters, or the general
public.
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lTraditional tools include:
lpress releases and media kits which are sent out to generate positive press on behalf of the
organization
lbrochures, newsletters and annual reports
lseminars
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lCurrent tools include:
linteractive social media, such as blogs or Facebook
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lIf a politician or organization can use an apt phrase in relation to an issue in interviews or
news releases, the news media will often repeat it verbatim, e.g. culture of life
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lPR technique have been documented in many industries, e. g. Coal mining corporations have created
environmental groups that contend that increased CO2 emissions and global warming will contribute
to plant growth and will be beneficial or tobacco companies have created and funded citizens'
groups to advocate for tort reform

Direct marketing
lDirect marketing is used by small to medium enterprises with limited advertising budgets which do
not have a well recognized brand message.
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lThe most common form of direct marketing is:
ldirect mail - used by advertisers who send paper mail to all postal customers in an area or to all
customers on a list
ltelemarketing - in which marketers contact consumers by phone
le-mail marketing – called as SPAM
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Task
lMake analysis of websites of these law firms:
lhttp://www.advokatky.cz/?lang=en
lhttp://www.ksb.cz/en/
lhttp://www.akkb.cz/en/index
lhttps://www.havelpartners.cz/en/
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lWhat type of clients (segment) is expressed?
lWhat are strengths of the websites?
lWhat are weaknesses of the websites?
lDo you have any recommendation for improving of websites?
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