MC4304 Class 7 Promotion

MC4304 Class 7 Promotion - Promotion Agenda Questions or...

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Promotion
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Agenda • Questions or Comments? • Exam 1 • Promotion • Brands in the News • Wrap Up
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Exam 1 • Congratulations to Miss Preece! • Median grade 83% • 3 questions were deleted – 2 regarding categories of corporate names (ch. 2) • Overt name – American Airlines • Implied name – FedEx • Conceptual name – Krispy Kreme • Iconoclastic name – Monster.com
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Exam 1 3 questions were deleted (con’t.) – 1 regarding brand image (ch. 2). A highly reputable brand image is related to… • Positive consumer feelings • Ability to charge a higher price • Consumer loyalty that leads to more frequent purchases • Positive word of mouth • Higher channel power • Ability to attract quality employees • More favorable ratings by financial observers • NOT – psychological reinforcement & social exceptance
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Exam 1 • Extra credit question – Explain the difference between “Private Label” and a “Controlled Label.” • Private Label is owned by the retailer, Controlled Label is owned by the manufacturer. – You received some credit for making a reasonable attempt to answer the question
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Promotion
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Promotion 1.Furtherance or encouragement 2.Something devised to publicize a product, cause, institution, etc., as a brochure, free sample, poster, television or radio commercial, or personal appearance.
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• Advertisements in colonial America mostly announced availability of goods with few persuasive appeals. • Benjamin Franklin’s
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This note was uploaded on 08/15/2011 for the course MKTG 4304 taught by Professor Meadow during the Fall '08 term at Virginia Tech.

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MC4304 Class 7 Promotion - Promotion Agenda Questions or...

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