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MC4307-Ch4 - Chapter 4 Appraising Opportunities and Setting...

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7/29/11 1 Chapter 4: Appraising Opportunities and Setting Objectives MC4307: Advertising Campaigns Emmeline Aguirre, MA Conclusions and Decisions Conclusions Value or Equity Problems Opportunities Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Conclusions and Decisions Decisions Target Market Set Objectives Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns
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7/29/11 2 Organization of Campaign Situation Analysis Company/Brand Equity Problems and Opportunities Target Market Strategy Tactics Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Company/Brand Equity The value of the associated thoughts, feelings, and images which are independent of the product’s physical attributes. Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Company/Brand Equity Avoiding Price Competition More brand value, less price competition Parity products Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns
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7/29/11 3 Company/Brand Equity Competing on the Basis of Quality Mature Consumer-goods Categories Private Labels Internal Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Defining Problems and Opportunities Problems: Any barrier or situation that makes achieving an objective—past, present, or future—difficult. How they relate to sales or market share. Common cause is communication or promotion. Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Defining Problems and Opportunities Opportunities: A situation or circumstance that can potentially give the company a marketing advantage. Assumes company wants to and can take advantage of a situation. Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns
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7/29/11 4 Defining Problems and Opportunities Problems and Opportunities can be subjective. External and internal factors dictate if problem can be made an opportunity. Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Defining Problems and Opportunities External Factors Political and Legal Environment Social and Cultural Conditions Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Defining Problems and Opportunities Internal Factors: Visionary vs. Dreamer Visionary understands whether company has sufficient resources to take advantage of opportunity. Dreamer is unrealistic about company’s ability to develop and execute successful strategies. Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns
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7/29/11 5 Defining Problems and Opportunities: Resources Resources for Pursuing Opportunities Financial Production Marketing Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Defining Problems and Opportunities: Resources Financial Initiate Action Sustain Activity Chapter 4: Opportunities and Objectives MC4307-Advertising Campaigns Defining Problems
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