200086 Lecture Notes - Lecture 29: Marketing Communications

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amberhippopotamus661

27 Apr 2019

School

UWS

Department

University of Western Sydney

Course

200086

Professor

anon

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Document Summary

An advertising strategy can be defined as a blueprint to help sell a given product to consumers. There are almost as many different advertising strategies are there are products to advertise, and each company follows its own unique strategy plans. However, all forms of advertising strategy follow a few basic principles. Before an advertising strategy can begin in earnest, the company must define the qualities of the product or service, according to u. s. legal. That means stating what purpose the product fulfills, what features it includes and what advantages it offers over other products intended for the same purpose. These qualities will form the core of the advertising"s branding, helping to define the message of the strategy and the features the company wishes to emphasize in its ads. With the product now defined, the question becomes who will want to purchase it.

Related Questions

Analysis of perfect world competition strategy and contribution of technology to trade

I. Analysis of the strategic competition of the perfect world enterprise

1. Perfect World Film and Television Product Competition Strategy

First of all, in the domestic market, the strategy of perfect world film and television is a diversification strategy. Focus on decentralized investments, including TV dramas, movies, and variety shows. His works satisfy the needs of the audience and are full of positive energy. Therefore, he won the Five One Project of the Central Propaganda Department and the Flying Award of the Chinese TV series, which made the perfect world gain a good reputation in the industry and benefit the long-term business. development of. At the same time, further expand to invest in the production of high-quality variety shows, such as "Extreme Challenge", "cross-border song king", "cross-border comedy king" and so on.

Perfect World Film and Television utilizes the Blue Ocean Strategy to invest in the small-cost film market, investing in "Steel's Piano", "Love for Love 33 Days", "Watching the Wind", "Let's Get Married", "Extraordinary Tasks", "Carnival" Other films, including "Love for Love 33 Days", became the biggest box office dark horse in the 2011 movie market with excellent box office results.

Secondly, in the international market, the perfect world film and television strategy is a pan-entertainment strategy layout, and further to the internationalization of film and television. Not only has it entered into a single investment and strategic cooperation agreement with Universal Pictures, a famous Hollywood company, but also introduced many foreign films to the Chinese market. The domestic market environment is fiercely competitive, and the perfect world film and television highlights. In the cooperation film list, there are many famous masterpieces: "Too Dark Time", "Phantom Shadow Sewing". In 2017, Perfect World Television entered the Jiaxing Media and led the new round of D-round financing, expansion, and established the perfect Weixiu Entertainment Group.

Summarize the competitive strategy of perfect world film and television. By leveraging the vigorous development of China's cultural industry, based on the cultural boutique strategy, using the influence of brand reputation, and improving the scale, intensification and specialization of the cultural industry, it is a global entertainment company with long-term influence.

II.The contribution of technology to trade

1. The relationship and contribution of technology and trade

First, according to the theory of comparative advantage, the difference in relative costs creates the basis for trade between the two countries. The emergence and development of technology have led to a gap in the production efficiency of products with a small cost gap, which has created a huge cost gap, which has prompted technologically advanced countries to export cheaper products to backward countries, and technology has promoted the expansion of trade scale.

Secondly, the development of international trade has led to the export of many technologies. According to the product life cycle theory, technology in developed countries will be iterated after the maturity period, and the original technology shows a trend of transition to developing countries to obtain more marginal profits. As a result, technology has flowed from the producing countries, and the producing countries have acquired new technologies, and developing countries have thus acquired technology that they cannot develop in their own countries for production. Overall, this has increased the welfare level of countries, reduced the cost of exports, and expanded the scale of trade between countries in the long run.

2.The promotion of technology in the perfect world of film and television

As mentioned above, Perfect World Film and Television has adopted a diversified strategy and reached strategic cooperation with Universal Studios of Hollywood. Both parties will benefit from this. For Universal Pictures, exporting its mature shooting technology to the perfect world, you can use the cheaper labour costs and fixed costs in China to get quality-assured films. For the perfect world, the mature technology of the world can be Helping them to complete the filming of the film better, and also gain a higher profit from the film export. Therefore, the export of film and television technology has promoted the film and television trade between China and the United States.

byzantiumox570

FlashX company sells hi-end video games to consumers via the internet, each at a price of $75. It buys each game at a cost of $40, and it incurs another $5 per unit in distribution expenses. If FlashX incurs fixed overhead expenses per year of $2.1 million how many units does it need to sell in order to break even?

70,000

65,000

52,500

28,000

QUESTION 6

Why do retailers use the âmarkup on priceâ method of pricing, rather than the âmarkup on costâ method?

		Because it costs less to use the âmarkup on priceâ method.
		So that the âmarkupâ and âmarkdownâ percentages can easily be compared.
		Because it is more profitable to use the âmarkup on priceâ method.
		All of the above.

2 points

QUESTION 7

What can a service marketer do to manage the issue of âperishability?â

Charge higher prices during periods of peak demand, and reduce prices during periods of low demand.

Make sure that ambient conditions (physical surroundings) are pleasant.

Use better packaging to make sure the product does not spoil.

All of the above.

To say that service offerings are âinseparableâ means that:

		A service offering cannot be seen or touched.
		A service offering is âproducedâ or âdeliveredâ in the presence of the customer.
		The quality of a service offering can vary from customer to customer.
		All of the above are true.

2 points

QUESTION 10

Which of the following factors should be considered when setting the price of a new product?

		The price of substitute products.
		The anticipated length of the product life cycle.
		The degree of differentiation between the new product and existing products on the market.
		All of the above.

2 points

QUESTION 11

Which of the following statements regarding packaging is true?

		A package should provide protection to the consumer and to the product.
		A package should attract consumers' attention
		A good package should explain the features of the product, and how to use it.
		All of the above are true.

2 points

QUESTION 12

The "demand based" method for determining the selling price takes into consideration the fact that:

		Lower prices lead to higher sales volumes.
		Higher sales volumes lead to lower unit costs of production.
		Different levels of price (and cost) lead to different levels of profit.
		All of the above.

2 points

QUESTION 13

The concept of the âexperience curveâ is a recognition that:

		For new innovations, production costs typically increase as more and more units are produced.
		For innovations, production costs typically are not affected by production volume.
		For new innovations, production costs typically decline as more and more units are produced.
		Marketing managers who have more experience are typically more effective at their jobs.

2 points

QUESTION 14

Factors that affect the rate of adoption of new, innovative products include:

		The level of compatibility with existing technology.
		The extent to which people can observe others using the product.
		The level of functional, social, and/or monetary risk associated with the product.
		All of the above.

2 points

QUESTION 15

Which of the following statements regarding "convenience products" is true?

		Consumers typically will not accept substitute brands.
		Consumers typically are willing to put forth a high level of shopping effort.
		These products should be distributed through a wide variety of retail stores.
		All of the above are true.

2 points

QUESTION 16

Which of the following statements regarding a âfamily brandingâ strategy is true?

		A family branding strategy allows a firm to capitalize on its previous successes.
		A failure of one product within the family brand can harm sales of the other brands in the family.
		Family branding is advantageous in that it allows consumers to identify the manufacturer much easier, thus helping consumer to better judge the quality of the product.
		All of the above are true.

2 points

QUESTION 17

Which of the following factors argue for a penetration pricing strategy?

		The market potential is large, and is expected to increase over the years.
		It is highly likely that competitors will soon enter the market.
		Higher levels of sales volume are likely to bring lower production costs per unit.
		All of the above.

2 points

QUESTION 18

Which of the following statements regarding packaging is true?

		The quantity of product offered in a package can affect whether some consumers try the product.
		Different markets segments oftentimes desire different size/quantity packages.
		Different types of retail stores oftentimes prefer to carry different size/quantity packages.
		All of the above are true.

2 points

QUESTION 19

To say that a service offering is âintangibleâ means that:

		The service offering is âproducedâ or âdeliveredâ in the presence of the customer.
		The quality of the service offering can vary from customer to customer..
		The service offering cannot be seen or touched.
		All of the above are true

lilacyellowjacket558

The purpose behind much of advertising is to influence each of the five Consumer Decision Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision Making process has techniques that help consumers to manage the stage and then move onto the next one successfully. Eventually, the consumer moves to purchase (where we get excited to make the sale) but don't underestimate how important the last stage (post purchase) is to making additional sales in the future. Below are guidelines that show basic techiniques used to target and manipulate each Consumer Decision Stage through advertising.

Below are some issues that you will want to consider as you evaluate each of the five chosen advertisements. Please remember that your goal is not simply to answer these questions, but to provide insights into the consumerâs decision making process that you feel would be useful to a marketing manager (e.g., if an ad triggered the consumerâs decision to purchase the product). Other areas to comment on would be level of involvement, etc.

Consumer Decision Making Stage:	Considerations for Stage:	Common Ad Techniques:
Problem Recognition	What problems does this product solve for the consumer? â¢ What triggered the decision to purchase this product? â¢ Was this the first time the consumer purchased such a product? Define and discern the Actual and Desired States	Ask a question (Whatâs for dinner tonight?) Show before (actual state) and after (desired state) Use the word ânewâ or âintroducingâ to initiate curiosity.
Information Search	â¢ Did the consumer seek information about the product and about various brands? How was this information collected, and how much information was collected? â¢ Was the consumer searching for any advertisements for the product? What was the consumerâs reaction to these advertisements?	Match amount of information with type of product. Direct consumers to website, free kit or other information venues. Show role models that âlookâ like the target market. Show the entire line of product offerings (all the flavors and colors, etc.) Testimonials, etc.
Evaluation of Alternatives	â¢ How many alternatives were considered? How were they selected?â¢ What features and characteristics of the product were most important to the consumer? Salient and Determinant defined attributes. â¢ How important was the brand of the product to the consumer?	Featuring specific variables that the product is known for (ex. Volvo=Safety). This is known as âpositioningâ a product. Competitive method (brand compares themselves to âleading brand or categoryâ) Comparative method (brand compares themselves to another brand by name (Coke vs. Pepsi)
Product Choice	â¢ Did any other people play a role in the decision process? Describe theroles that each person played. â¢ How was the final choice determined? How carefully was the decision made? â¢ Where did the consumer make the purchase? Why? â¢ Did the consumer pay full price for the product?	Tell consumers where and how the product is sold. Offer many ways to pay for the product. Divide payments. Offer sales promotion (coupons, rebates)
Post-Purchase Evaluation	â¢ How is the product used and consumed? How does the consumer feel when he or she uses the product? â¢ What is the meaning of this product to the consumer? Does it merely serve a function for the consumer, or does it say something about who the consumer is? Does the Ad encourage repeat purchase or loyalty to the brand- how?	Show awards the brand has won. Show how a brand should be consumed. Allow consumers many ways to return the product. Allow consumers to easily provide feedback. Reward consumers loyalty

This assignment asks you to find one ad that addresses each of the needs of the five stages (in other words five different ads). This means that there must be five different ads for the total project, one for each stage (all ads are different from one another). Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage.

*Be aware that there is a helpful power point demonstration in a conference opened this week marked as "Advertising and the Consumer Decision Process (Ad Examples)". This is informative only and does not need to be commented on.

First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS (NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the power point slide (NO LINKS). Here is the format of the presentation:

Slide 1: Name, date

Slide 2: Problem Recognition Ad

Slide 3: Explanation why it addresses this stage

Slide 4: Information Search Ad

Slide 5: Explanation why it addresses this stage

Slide 6: Evaluation of Alternatives Ad

Slide 7: Explanation why it addresses this stage

Slide 8: Product Choice (Purchase) Ad

Slide 9: Explanation why it addresses this stage

Slide 10: Outcomes (Postpurchase) Ad

Slide 11: Explanation why it addresses this stage

Slide 12: Conclusion

In the conclusion of the slide presentation choose which ad is most effective (overall) and why.

Logistics Run Down:

-No more than 18 slides in length (includes cover page and bibliography)

-Include a cover page and bibliography of sources. Outside sources (esp. learning resources from weeks covered) are encouraged to be cited and used.

-Organize and utilize the headings given above.

-No more than 2 grammatical/spelling errors are allowed (please proof before submitting).

-Text is required to be in Times Roman, 12 pt font, double space the text.

- Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such.

200086 Lecture Notes - Lecture 29: Marketing Communications

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