MarketingInformationManagement_Spring2012

Media 1202012 1202012 university of north texas

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Unformatted text preview: “Eli Cutter” Image -- telling the story the story Marketing Foundations Note same picture -constant reference across media 1/20/2012 1/20/2012 University of North Texas University of North Texas 56 24 Marketing Information Management …. the story continues…. 1/20/2012 University of North Texas Marketing Foundations 57 Sales Promotion Items Marketing Foundations “Book” cover 1/20/2012 1/20/2012 University of North Texas University of North Texas 58 25 Marketing Information Management Same picture! Marketing Foundations 1/20/2012 University of North Texas 59 Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 60 26 Marketing Information Management Marketing Foundations 1/20/2012 University of North Texas 61 The Product Life Cycle... Marketing Foundations Sales Curve Profit Curve Investment 1/20/2012 1/20/2012 Time University of North Texas University of North Texas 62 27 Marketing Information Management Cigarette Product Life Cycles Marketing Foundations Cigarettes Plain Filter Philip Morris 1940 1950 1960 1970 1980 Year 1/20/2012 University of North Texas 63 Controlled Test Markets Marketing Foundations Less expensive, shorter than standard test market Used to identify effects of changing one or more components of the marketing mix The ‘Effect’ – a test of the ability of outdoor advertising to increase brand awareness 1/20/2012 1/20/2012 University of North Texas University of North Texas 66 28 Marketing Information Management Marketing Foundations “The Effect” 1/20/2012 Shirley Cothran Miss America 1975 University of North Texas 67 Experiment in awareness... Marketing Foundations Shirley Cothran -Miss America, 1975 1/20/2012 1/20/2012 University of North Texas University of North Texas 68 29 Marketing Information Management Shirley Cothran Awareness Study Marketing Foundations Pre-test Baseline Level of Awareness (control) Billboards Post-test Higher Level of Awareness Increased awareness due to presence of outdoor ads… 1/20/2012 University of North Texas 69 Controlled Test Markets MiniMini-market test… Marketing Foundations Used to identify effects of changing one or more components of the marketing mix in retail store settings • Research firm arranges “panel” of stores in targeted market areas • Stores provide specific shelf locations, facings, displays, POP, pricing according to research plan • Monitor sales via UPC, inventory changes, consumer diaries POPAI Study 1/20/2012 1/20/2012 University of North Texas University of North Texas 70 30 Marketing Information Management POPAI Consumer Buying Habits Marketing Foundations 1/20/2012 University of North Texas 71 Simulated Test Markets Marketing Foundations Generally done in the lab Least expensive and least time consuming Used to • Identify effects of changing marketing mix elements • Estimate trial and repurchase rates for new products • Kimberly-Clark virtual store aisle 1/20/2012 1/20/2012 University of North Texas University of North Texas 72 31 Marketing Information Management Selectin...
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This note was uploaded on 12/13/2012 for the course MKTG 3650 at North Texas.

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