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BUAD307_L13_Promotion(2)

BUAD307_L13_Promotion(2) - Promotion Strategies(II Yi Zhu...

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Promotion Strategies (II) Yi Zhu BUAD 307 July 18 2011
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Promotion Tools Advertising : Any paid form of non-personal presentation and promotion by an identified sponsor Public Relations : Building, maintaining, or repairing a relationship with the “public” Sales Promotion : Short-term incentives to encourage purchase Personal Selling : Personal presentation and promotion by the seller
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Advertising
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Advertising 12 “I forget the name of the product, but the jingle on TV goes som ething like „ Yadee-dum-dee-rahte-dum-dee-rah-dee-dum .‟”
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Advertising Top 10 US Advertisers in 2007 Source: Nielsen 2007 Rank Advertiser Ad $ (Billions ) %Change from Previous Year 1 Proctor & Gamble Co 2.62 1 2 General Motors 1.36 -22 3 AT & T 1.35 -4 4 Ford Motor Co 1.21 -4 5 Verizon Communications Inc 1.01 -1 6 Johnson & Johnson 1.00 -11 7 Time Warner Inc .99 -5 8 Toyota Motor Corp .91 -7 9 Kraft Foods Inc .88 1 10 Cerberus Capital Management LP .87 -11
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Advertising Top 10 US Advertisers in 2010(Jan-Sep) Source: Nielsen 2007 Rank Advertiser Ad $ (Billions ) %Change from Previous Year 1 Procter & Gamble Co 2.25 19 2 AT&T Inc 1.51 16 3 General Motors Corp 1.48 21 4 Verizon Communications Inc 1.41 -13 5 News Corp .98 8 6 Johnson & Johnson .95 -7 7 Pfizer Inc .90 0 8 Time Warner Inc .86 -1 9 General Electric Co .79 5 10 Walt Disney Co .78 4
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Advertising Advertising : Any form of impersonal paid communication in which the sponsor is identified
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Specific Effects of Advertising Establish awareness within target market Influence consumer perceptions Establish product image Modify relative product positioning Educate/alter misconceptions Influence preferences Alter trade-offs made by consumers Influence behaviour Develop intent to purchase Encourage switching Promote new uses or usage occasions Influence trade/distribution
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Develop an Advertising Program Objectives Budget Decisions Evaluation Communication impact Sales and profit impact Return on advertising Creative Decisions Product Benefits Advertising Appeals Message Execution Post Evaluation Media Decisions Media Type Media Mix Media Scheduling
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Advertising Design Objectives: Awareness Informative Differentiation Persuasive Reminder - Reinforcement What are the objective of these ads? Commercial 1 Commercial 2 Commercial 3
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To Inform
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To Persuade
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To Remind
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Major Types of Advertising Institutional Advertising Product Advertising Pioneering advertising Competitive advertising Comparative advertising
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