LECTURE%20650%2003%20-%20SPRING%202010

LECTURE%20650%2003%20-%20SPRING%202010 - CH. 18 THE ANSWER...

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CH. 18 THE ANSWER b THE QUESTION b ILLUSION b REALITY b NOT MAGIC b ONE WAY
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b INVESTMENT b MARGINAL COST—MARGINAL REVENUE b COGS = .75P b CONTRIBUTION MARGIN = .25P b BREAKEVEN POINT b RAISE ADVERTISING $10,000 b RAISE REVENUE $40,000
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b “WE DON’T DO MUCH MARKETING” b ADVERTISING—ONE PART OF PROMOTION b PROMOTION—WHAT YOU SAY AND HOW YOU SAY IT b OTHER 3 Ps—WHAT YOU DO b BRAND—EVERYTHING THAT COMES TO MIND RE PRODUCT, ORGANIZATION b EMOTIONAL CONNECTIONS AND MOTIVATIONS b WITH MORE PRODUCT PARITY, MORE FOCUS ON THE BRAND b “IN YOUR FACE” PROMOTION b MORE s MESSAGES s INTRUSIVE b VICIOUS CYCLE b ALTERNATIVES
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b YOUNG ADULTS—VERY SKEPTICAL, CYNICAL RE MAINSTREAM ADVERTISING, ETC. b VERY DESIRABLE DEMOGRAPHIC— 1. LESS CONVENTIONAL MEDIA ATTENTION 2. MULTI-TASKING AND MULTI- MEDIA EXPOSURE 3. RECEPTIVE TO CONTEMPORARY “MEDIA,” EVENTS, SPONSORSHIPS, ETC., 4. BUZZ-VIRAL COMMUNICATION b “SPONTANEOUS” WORD OF MOUTH COMMUNICATION b “UNDER THE RADAR” b CHEAP b CAN WORK WELL b P&G TREMOR-FIRST INFLUENTIAL TEENS, THEN THEIR MOMS b “STEALTH MARKETING” b SOCIAL NETWORK SITES s MORE THAN MARKETING s MORE THAN ADVERTISING s MORE THAN EMAIL s MORE THAN PERSONAL USE
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b FACEBOOK s ONCE UPON A TIME s FACILITATORS s NETWORK EFFECT s OPEN TO APPS b AD POTENTIAL s SKEPTICS SAY NO s SO FAR s SUCCESS STORIES s SMALL BUSINESS USERS b GAMES PEOPLE PLAY s GET IN FOR FREE s ADD ONS s ADVERGAMING s PROMOTION VEHICLES
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b AUTHENTICITY b GENERATING “BUZZ” b BALLS b WEBSITES b “PROMOTION” MEANS COMMUNICATION OBJECTIVES: TO -- INFORM -- PERSUADE -- REMIND -- REINFORCE FAVORABLY SHIFT DEMAND OR STABILIZE IT -- SHIFT TO THE RIGHT (INCREASE) -- CHANGE PRICE SENSITIVITY -- PREVENT DECLINE
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ANYTHING THAT “SAYS SOMETHING” ABOUT THE PRODUCT OR ORGANIZATION IS PART OF PROMOTION FOUR BASIC TYPES 1. PERSONAL SELLING 2. SALES PROMOTION 3. ADVERTISING 4. PUBLICITY b CURRENT CONDITIONS b FRAGMENTATION b SKEPTICISM b CLUTTER b ALTERNATIVES b INTEGRATED MARKETING COMMUNICATIONS b 360° COMMUNICATION b ADVOCATES CLAIMS: COORDINATED MESSAGES CLARITY OF MESSAGES COST EFFECTIVENESS
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b OTHER DESIRABLE CHARACTERISTICS OF MARKETING COMMUNICATION: s CONCISE s CONSISTENT s CONVINCING PROMOTION (AND ADVERTISING) MIXES -- VARIOUS STRENGTHS, WEAKNESSES -- EFFECTIVE COMBINATIONS SOUGHT ADVERTISING -- PAID MESSAGE -- IDENTIFIED SPONSOR -- IMPERSONAL MEDIUM SOME GENERAL OBSERVATIONS ABOUT ADVERTISING EVOLUTION GLAMOUR COMPETITION INTENSITY-PERCENTAGE OF SALES SPENT ON ADVERTISING
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“OPTICAL ILLUSIONS OF ADVERTISING” ACTUALLY THE EFFECTS OF MOST ADS ARE . .. 1.
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This note was uploaded on 10/10/2011 for the course BUSINESS 620 taught by Professor Paul during the Spring '11 term at Ohio State.

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LECTURE%20650%2003%20-%20SPRING%202010 - CH. 18 THE ANSWER...

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