MKTG 3100 Slides (the things in red)

MKTG 3100 Slides (the things in red) - Chapter 17 New...

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Chapter 17 New brands spend proportionately more for advertising than old ones Direct mail is assumed to have the “lowest noise level”, if opened and read Advertising may change a consumer’s attitude toward a product Advertising Campaign is: A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. “Sell the Sizzle, not the Steak” Sell product’s benefits, not its attributes Advertising (Mediums) Media: newspaper, magazine, radio, television, internet, outdoor media Newspapers Advantages: Geographic selectivity (flexible), Short lead time (timely) Magazines Advantages: Good reproduction, High pass-along rate Magazines Disadvantages: Long lead time Radio Advantages : Low cost , Short-term advertiser commitments Television Advantages: Wide, diverse audience, Low cost per thousand Television Disadvantages: High Campaign cost , Long lead times for production Outdoor Media Advantages: Geographic selectivity Outdoor Media Disadvantages: High “noise” level Internet Advantages: Short lead time Internet Disadvantages: Difficult to measure ad effectiveness and ROI, Ad exposure relies on “click through” from banner ads, Not all consumers have access to internet Media Mix Decisions : Cost per Contact, Reach, Frequency, Audience selectivity Media Scheduling : Continuous, Flighted, Pulsing, Seasonal Chapter 18 Sales Promotion are Marketing communication activities, other than advertising, personal selling, and public relations , in which a short-term incentive motivates an immediate purchase. Sales Promotion Increase trial by non-users Sales Promotion objective Change behavior and attitude Example Coupons Tools for sales promotion: Point-of-Purchase (POP)Promotion which build traffic, advertise the product, and Induce impulse buying Tools for sales promotion:
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This document was uploaded on 10/26/2011 for the course GEOG 1101 at Kennesaw.

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MKTG 3100 Slides (the things in red) - Chapter 17 New...

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