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Session+17+student - THE BIG PICTURE Promotion The...

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THE BIG PICTURE: Promotion
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1. Advertising 1. Consumer Promotion 1. Trade Promotion The Promotion Mix
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behavior image information basic awareness top-of-mind awareness Advertising/Communications Objective $$$$$ $ • A basic awareness goal: increase aided awareness (recognition) • A top-of-mind goal: increase % of first mentions (recall) An information goal: increase awareness of a piece of info • An image goal: increase % agreement with “brand X is trendy” • A behavior goal: increase “retail inquiries”
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Advertising Objectives awareness information information behavior image behavior top of mind information behavior marketing objective source of volume retention acquisition stimulate  demand steal  share
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The Critical Media Decision: Optimal Frequency How many exposures does it take to achieve your objective? “Effective frequency” - minimum effective exposure “Wear-out” - point of diminishing returns Frequency Effectiveness
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Key Media Buying Terms Reach
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