MKTG13-302 Lecture 6: Week 6 PROMO
15 Jun 2018
School
Department
Course
Professor
Week 6 PROMO
Factors influencing sales
• Competition
• Technology
• The economy
• Product quality
• Price
• Distribution
• Advertising and promo
Problems with Sales objectives
• Successful implementation requires all marketing
elements to work together
• It’s diffiult to deterie preise relatioship etwee
advertising and sales
• Do not offer much guidance for planning and developing
promotional programs
Communications Effects Pyramid
Conclusions on Research of Advertising in a Recession
• Advertising is strongly related to economic cycles across
major world economies
• The reason why you cut back advertising during a
recession is the fact that sales are likely to be lower than
they would be during an expansion (-)
• There is evidence that cutting back on advertising can
hurt sales during and after a recession
• Firms that increased advertising during a recession
experienced higher sales, market share, or earnings
during or after the recession.
find more resources at oneclass.com
find more resources at oneclass.com
