Slide21_2010Fall_MGMT324

Sales promotion marketing activities other than

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Sales Promotion Marketing activities other than advertising, publicity, and personal selling that stimulate consumer purchasing and dealer effectiveness Example) Coupons, Rebates, Sampling, Contests, Sweepstakes, Point-of-purchase Display and so on
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Promotion Effectiveness Depends on 5 M s M ission M easurement M edia M essage M oney Objective A wareness I nterest D esire A ction Promotion Cost Consumer Situation Promotion Outcome
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M ission (Advertising Objective) Advertising Objectives Specific communication tasks Specific target audiences During a specific period of time Task-specific Advertising Informative Advertising To inform consumers or build primary demands (e.g., Electric cars) Persuasive Advertising To build selective demands (e.g., Honda Insight) Comparison Advertising To compare one brand to another (e.g., Pepsi challenge, Mac vs. PC) Reminder Advertising To keep consumers thinking about a brand (e.g., Coca cola)
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M essage (Advertising Content) Creating Ad content Main messages Creative concepts Appeals Usually focus on consumer benefits Visualization, Phrase, or Combination of both Reason to believe Typical message execution styles Testimonial evidence Scientific evidence Technical expertise Personality symbol Musical Slice of life Lifestyle Fantasy Mood or Image
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M edia Major media types Medium $ % of Total TV 72.1 32% Radio 20.9 9% Newspaper 45.8 20% Magazines 23.7 11% Yellow Pages 14.4 6% Internet 16.7 8% Out-of-Home 7.7 3% Other 22.5 11% Total 223.8 Advertising Media Expenditures (US, 2007, Billions of Dollars)
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TV Advertising Example: Australian credit card market in 2003 Most cards charged an annual fee of at least $100, with interest rates of 16-18 percent, and rewards were taking longer to earn Virgin credit card The campaign, entitled “Plastic Surgery”, was based on showcasing The TV ad featured extra costs being snipped off the card The discounts and rewards available when using the card The 12.4 percent rate of interest Zero annual fee Virgin also used press advertisements, online banner ads, radio, and direct marketing Within a week of launching the card, Virgin had 50,000 applications. After 17 months it had 400,000 customers, or 4percent of the total market
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TV Advertising Example: TV advertising Cost as much as $300,000 ( Survivor: Cook Islands, Extreme makeover Home Edition, Lost or Grey’s Anatomy ) or even $400,000 and up ( American Idol or Desperate Housewives ) High cost of production and placement Apple One of the most successful TV advertisers over the years The “1984” ad for introduction of its Macintosh PC More recently,
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