MKT 337 Lecture Notes - Lecture 15: Sales Promotion, Diminishing Returns, Product Placement
Document Summary
Marketing chapter 15: advertising, publicity, and sales promotion. Over 30 companies spend more than billion each year on advertising. 1. 4 million people work in various marketing positions including media advertising such as newspapers, magazines, television, radio, and internet media. More than 100 companies spend over million annually on advertising. Ad(cid:448)ertisi(cid:374)g (cid:373)ay (cid:272)ha(cid:374)ge a (cid:272)o(cid:374)su(cid:373)er"s negative attitude toward a product, or reinforce a positive attitude. Ad(cid:448)ertisi(cid:374)g (cid:272)a(cid:374) affe(cid:272)t (cid:272)o(cid:374)su(cid:373)er ra(cid:374)ki(cid:374)g of a (cid:271)ra(cid:374)d"s attributes. Institutional advertising: e(cid:374)ha(cid:374)(cid:272)es a (cid:272)o(cid:373)pa(cid:374)y"s i(cid:373)age rather tha(cid:374) pro(cid:373)ote a parti(cid:272)ular produ(cid:272)t: corporate identity, advocacy advertising. Product advertising: touts the benefits of a specific good or service: pioneering: stimulates primary demand for new product or category. Used in the plc introductory stage: competitive: influences demand for brand in the growth phase of the plc. Often uses emotional appeal: co(cid:373)parati(cid:448)e: (cid:272)o(cid:373)pares t(cid:449)o or (cid:373)ore (cid:272)o(cid:373)peti(cid:374)g (cid:271)ra(cid:374)ds" produ(cid:272)t attri(cid:271)utes. Used if growth is sluggish, or if competition is strong. Advertising objectives should be specific: position brands.
