MD_11F_4040_W3_0908_Advertising_in_Super_Bowl

MD_11F_4040_W3_0908_Advertising_in_Super_Bowl - + MC 4040...

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Unformatted text preview: + MC 4040 ADVERTISING PROBLEMS Advertising in Special Condition Advertising in Super Bowl 09/08/11 Copyright 2011 Yongick Jeong + Todays Agenda Review Super Bowl Super Bowl 2010 Super Bowl Advertising Effectiveness of Super Bowl Advertising Strategic Approaches to Super Bowl Advertising + Decision-Making Process + Different needs can often lead to different media choices Segment the target into different groups based on their motivation for use e.g., toothpaste (cavity protection vs. whitener) e.g., luxury goods Different segments have different media habits + To make consumers aware of your brand Reach consumers in the right moment (needy condition) Not just your brand but your brands message + Based on the various choices, consumers will develop specific brand preference Brand loyalty Brand image and personality + Find out where to purchase the item Where to purchase the product and service Media advertising can be a big help Store and local seller information Website + Will they buy your brand over competitors? e.g., sale, attractive package, different sizes A crucial stage for the marketer and media spet A variety of promotions with different media and vehicles + The ultimate goal of marketing and media plans Encourage consumers to use the brand + One of the most important for success of the brand No or little control + Cognitive Dissonance Cognitive dissonance Refers to a situation involving This produces a feeling of discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance +...
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MD_11F_4040_W3_0908_Advertising_in_Super_Bowl - + MC 4040...

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