MAR - A dvertising Age Top Four Marketers of the Centu ry 1...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Advertising Age: Top Four “Marketers of the Century”: 1. Procter and Gamble: Uses multiple branding approach—multiple independent brands instead of one “procter and gamble” brand. Honored with title of “Marketer of the Century” for three significant contributions: -Advertising leadership: Sponsored first soap operas to reach customers. Has spent most money on advertising 51 of 53 years tracked. -Brand management system: came up with concept of brand management. A different brand manager is responsible for making marketing decisions for each brand. -Internet advertising -Commitment to marketing research: Does more research than any other firm. Has a new product success rate of 50%, due to its thorough research. Future plans to invest in core strengths include are market research, innovating, and branding. 2. McDonald’s: Became successful because: -Reliable burger: food is high standardized; reliable. -Transformational advertising: makes a product of service into something bigger than it is by transforming the experience and how people think about brand. -Marketing to tweens: group of children ages 8-12. -Happy Meal: created loyal customers at an early age. 3. Coca-Cola: Most valuable brand in the world. Carries largest amount of brand equity—value of brand name alone (intangible). -Advertising increases brand equity by establishing brand associations. 4. Anheuser-Busch Introduction to Marketing -Marketing is all about creating customer value, defined as the unique
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
combination of benefits received by targeted buyers that includes quality, price, convenience, on time delivery and both before and after sale service. Four kinds of utility:
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/25/2011 for the course MAR 3023 taught by Professor Lutz during the Spring '08 term at University of Florida.

Page1 / 5

MAR - A dvertising Age Top Four Marketers of the Centu ry 1...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online