Promotions Opportunity Analysis
1. Prepare a promotions opportunity analysis. 2. Compare the relationship between a company's promotional effort and its competition. 3. Identify the characteristics of various consumer segments
Ch 2 Corporate Image and Brand Management Image o Summarizes what the company stands for o o o Ex. Allstates image of being in good hands.
Refers to the consumers overall feeling toward a company brand Better image makes it much easier to create solid con
Chapter 6 Creative Brief Statement of the ad and what i t's supposed to do o o o o What the objective is Who the Target Audience is What the message theme is Includes the support of the ad o o o Support is the data or facts that make the claims t rue
1. Communications Market Analysis a. Finding out how customers get information and using that information to develop a plan towards customers b. Competitive Analysis i. Who is the competition? ii. Make a list about those collected firms. Get financial and
Chapter 13 Public relations Public relations Most underutilized form of promotion o o o o Not short term Hard to measure People would rather get short term results because it shows that they spent money effectively One way to measure is the advertising eq
COLLEGE OF BUSINESS SAN JOSE STATE UNIVERSITY
COLLEGE OF BUSINESS Shannon Amidon SAN JOSE STATE UNIVERSITY ONE WASHINGTON SQUARE SAN JOSE, CA 95192-0065Executive Assistant to the Dean
One Washington Square San Jose, CA 951920065 Phone: 4089243404 Fax: 408
9-15-09 Trade Promotions o Advantages o Push through the channel Can go all they way to spiffs
Disadvantages Not fair (bribery)
Trade Alliances o o Seasonal Slotting fee Most traditional retailers want slotting fees.
Consumer Promotions Trade Incentiv
Learning Individual Focus (Micro issues) Positivist Approach/ Paradigm Objective: Prediction Hypothesis Testing II. Social Focus (Macro issues) Interpretivist Approach/Paradigm Objective understanding Observational Methods "What are the customs in a given
Chapter Reader CHAPTER 10: Overview: Traditional mass media advertising faces many challenges because the use of alternative media is on the rise. The chapter covers a review of alternative media programs, including buzz marketing, guerilla marketing, pro
WAC 2: Clearing
f StudentCase^" /
The ne:ff step includes an information search where the consumer
prcvious products he or she
usd while filtering
air. Ifhe or she was pleased
with the product, the search would be ove
Please write the letter of your choice in the blanks
the company's perspective, a quality corporate image enhances the introductiocfw_of a new product because: A/the company c
BUS 1348, Section QU
,ire blank provided before the numbers. (1 pt each)
Today's consumers have a variety of choices regarding where they can obtain informatfon about a brand.
. Noise is anything that distorts or disrupts a message
WAC s'/Aason Surgical Masks
l. A unique selling proposition for Mason Surgical
Masks is that they have
adapted a microfiber technolory which prevents both particulate and gaseous
hazardous materials from human consumption.
TRUE or FALSI,. rleas wrrLe r
-. F on the blank
provided before the numbers. (1 pt each)
7.Buzz marketing can be compared to a virus, consisting of three stages: inoculation, \ introduction, and infection.
Name Class number:
rlease write the letter of your choice in the blanks provided before the
numbers, (1 pt each)
1. The Food and Drug Administration regulates and oversees:
A) mailed marketing materials
Choose 1 question and o^o ,cr. (2 points each)
of advertising appeals and identiff the primary benefit of each type
B) Name five executiond frameworks advertisers can utiiize and give a
9-17-09 Consumer Promotions Consumer Promotions o The goal of the consumer promotions is to get customers to actually go to the establishment and buy the product. o o EX. Coupons, samples, Trials, etc.
Free Standing inserts are the number one way coupons