Branding - service available for use Channels and Image...

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Branding Brand Identity vs. Brand Equity
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Branding and Packaging Decisions BRANDING Brand name commun- icates attributes and meaning Advertising creates and maintains brand equity Has become increasingly important Often the customers’ first exposure to product PACKAGING
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Packaging Creates Image
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Pricing Decisions What consumers give up to buy a product or service Time Mental activity Behavioral effort Factors the firm must consider Costs Demand Competition Perceived value
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Relating Price to Ads and Promotions Price must be consistent with perceptions of the product Higher prices communicate higher product quality Lower prices reflect bargain or “value” perceptions Price, advertising, and distribution must be unified in identifying product position
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Market Channels Sets of interdependent organizations involved in the process of making a product or
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Unformatted text preview: service available for use Channels and Image Channels can impact communication objectives Image Store displays Point-of-purchase merchandising Shelf footage Types of Channels Direct Driven by direct-response ads, telemarketing, the Internet Often used when selling expensive and complex products Indirect Network of wholesalers and/or retailers Push vs. Pull Strategies Test Your Knowledge An ad in a publication aimed at veterinarians explains why they should recommend Eukanuba cat food to the owners of the cats they treat. This is an example of: A) Consumer advertising B) A promotional pull strategy C) A harvesting strategy D) A consumer promotion E) A promotional push strategy...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Branding - service available for use Channels and Image...

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