Accounts are placed into 3 or 4 categories denoted by letters of the alphabet (a,b,c,d).
It is straightforward and requires no statistical analysis or data manipulation.
* See Figure 3a & 3b
Portfolio Analysis (a.k.a Two-Factor Analysis) A method for anal
What is Red Ocean?
Red Ocean - Is created when the innovation is somewhat radical but not entirely.
There are Mostly incremental innovations.
Example: E-Bay now.
Why is this called Red Ocean?
o Because their market is bloodied by competitors.
* Remember t
More Specific Goals of IF:
Boosting Employee Morale
Smoothing Labor Relations
Ease Consumer Uncertainty
Answer Investor Questions
Diversified Conglomerates Identity of Units
Types of Corporate Advertising:
1. Image Advertising The idea behi
Top-Down Empowerment is about delegation and accountability. Senior
management has developed a clear vision and has communicated specific plans
to the rest of the organization. The steps are as follows:
Start at the top
Clarify the organizations mission,
TV COMMERCIALS AND RADIO COMMERCIALS
TV commercials will be aired during the Daytime (7am to 4.30pm) and Early Fringe (4.30pm
to 7.30pm) slots.
o Mornings and evenings are the most commonly preferred times of the day for workouts
and both pre and post wor
Types of Innovations:
1. Radical Innovation An innovation that fundamentally changes existing practices.
Usually, it is a major breakthrough; its different, involves technology and leads to a
1. Example: Telephone, electricity, desktop computers,
1. Overcoming Barriers to Change:
Barriers to Change Characteristics of individuals and organizations that prevent a
leader from transforming an organization.
Organizations at all levels are slow to learn, adapt and change because:
1. Many people have ves
~ Before you show the video ~
These different media routes that we are entering into compromise just pieces of our
advertising campaign. With Broadcast Media another piece, we round out our IMC
Our goals are to gain public exposure, to
1. Why is Corporate Advertising Controversial? These are some arguments:
1. Consumers are not interested in this form of advertising.
2. Its a costly form of self-indulgence (top-management).
3. A common consumer reaction to this form of advertising is th
The following are great venues for product placement:
Television There were more than 100,000 product placements in TV shows
in 2005, and that number continues to grow robustly. Advertising may have
Movies - Many companies place their pr