Lecture (WK8) - Lecture(WK8 ChapterXVI...

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Lecture (WK8) Chapter XVI ADVERTISING AND SALES PROMOTION ADVERTISING, SALES PROMOTION, AND MARKETING STRATEGY  DECISIONS   Marketing managers must decide:  Who the target audience is What kind of advertising to use How to reach customers What to say to them Who will do the work International dimensions are important: Cultural, social and behavioral influences  may limit what kind of advertising message can be shown   IMPORTANCE OF ADVERTISING 2006 -- expenditures: $285 billion  US corporations spend 2.5% of sales dollar on advertising  % is smaller for retailers than producers  Amount spent for various mediums  newspaper: 22% TV: 28% Direct mail: 23% Radio: 9% Magazines: 6% Yellow pages:  7% Ron_Knapp_L8.doc
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Internet: 2%      ADVERTISING OBJECTIVES ARE A STRATEGY DECISION Advertising objectives must be specific:  Help introduce new products Help position brand (inform, persuade, remind) Help obtain outlets Provide ongoing contact Prepare way for sales people Get immediate buying action Help maintain relationships Need specific objectives for each ad and ad campaign   OBJECTIVES DETERMINE THE KINDS OF ADVERTISING NEEDS Product advertising: tries to sell product Institutional adverting: tries to promote  organization’s image, reputation, or ideas  Product Advertising:  Ron_Knapp_L8.doc
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