Chapter 16 - Advertising, Public Relations, and Sales promotion.

Today, it is hard for an ordinary person not to spend one day without looking at some billboard, magazine or TV advertisements. If you can spend a day without looking at it, you can probably hear it, most probably on the radio and internet. For an marketer, it is really hard to get someone's attention these days, and Ferrero certainly does that. Ferrero does business with some of the greatest media companies in the world. As of January 1st 2013, Ferrero hired Omnicom Media Group to do advertisements  in markets including U.S., the U.K., Australia and Russia. Ferrero has also worked with several media agencies and holding companies  around the world, including Dentsu's Aegis, Publicis Groupe's ZinthOptimedia and  WPP's GroupMand.

It is strange to see a commercial promoting Ferrero company, or all of their products at the same time. It would be more like this, you would see advertisements for Ferrero Rocher, Nutella, Kinder, always separate. Their advertisements are 90% family oriented,some of them show elegant, luxury lifestyle that would be boring without Ferrero Rocher.

They have been included in a Top 100 Brands by Media Spending in 2014, number was close to 1.17 billion U.S. dollars. Their advertisements are usually before holidays, especially before  Christmas, because customers are more likely to buy Ferrero's products at that time. Numbers also confirm this statement, almost 40%

of their sales are during holiday season.

In addition, I would like that to add that Ferrero's products promote themselves in a weird way. Company is from Italy, but names of their products are gathered from many languages. Kinder - means kid on German, Rocher - means rock on French, Bueno - means good on Spanish.