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13 Cards in this Set
- Front
- Back
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Advertising Goals
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Informative, Persuasive, Reminder, Reinforcement
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Informative
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Knowledge of products
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Persuasive
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Creates liking and purhcase
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Reminder
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Stimulate repeat purhcase; colorful pepsi ads in a magazine
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Reinforcement
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Ads that show you made the "right call"
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Product Lifecycle
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New products have bigger budgets to build awarness and initiate trial. Development, introduction, growth maturity and decline.
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Product substitability
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if playing in a less differentiated market or a commodity-like market, you will tend to spend more on advertising to establish your image of differentiation
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Market Clutter
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more advertising needed for more clutter.
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Stanton and Herbst Implications
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market structure must be considered before campaign
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PR
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publications, events, sponsorships, news, speeches, PSA's implications for children's advertising
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Sales promotions
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advertising provides reason
promotions provide incentive promotions interact with markets of brand similarity on altering market share help manufactures adjust to short-term fluctuation in supply and demand and sell more try to keep familiar and big brands on price promotion less than 30% of time |
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Coupons pros and cons
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should state offer clearly,3/4 redeemed by those already loyal but encourage use of new products and repurchase
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Coupon Households
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Educated, Affluent, urban, less store loyal, less likely to follow a routine
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