Advertising and Sales Promotion

Advertising and Sales Promotion - Advertising and Sales...

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Advertising and Sales Promotions 23:56 Advertising, Sale Promotion, and Marketing Strategy Planning Advertising is Big Business Total spending is big – and growing internationally Most advertisers aren’t really spending that much:  US corporations only spend  2.5% of their sales dollars on advertising Advertising doesn’t employ that many people:  the major expense within advertising  is media time and space.  Advertising Objectives are a Strategy decision Advertising objectives must be specific:  each ad must be effective not just for one  customer but for thousands or millions of them The marketing manager sets the overall direction:   Help position the firm’s brand or marketing mix by informing and persuading target  customers or intermediaries about its benefits Help introduce new products to specific target markets Help obtain desirable outlets and tell customers where they can buy a product Provide ongoing contact with target customers, even when a salesperson isn’t available. Prepare the way for salespeople by presenting the company’s name and merits of its  products Get immediate buying action Help maintain relationships with satisfied customers and encourage more purchases.  Objectives Determine the kinds of advertising needed Product Advertising  tries to sell a product –  pioneering, competitive, and reminder.
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Pioneering Advertising:  tries to develop primary demand for a product category rather  than demand for a specific brand This is usually done in the early stages of a product life cyyle
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This note was uploaded on 02/23/2012 for the course BUSI 406 taught by Professor Perreault during the Fall '11 term at UNC.

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Advertising and Sales Promotion - Advertising and Sales...

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