MKTG204 Lecture Notes - Lecture 4: Big Bang, Marketing Communications, Dagmar Marketing
28 Aug 2018
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Uncertainty (cid:858)half the (cid:373)o(cid:374)e(cid:455) i spe(cid:374)d o(cid:374) ad(cid:448)e(cid:396)tisi(cid:374)g is (cid:449)asted; the t(cid:396)ou(cid:271)le is i do(cid:374)(cid:859)t k(cid:374)o(cid:449) (cid:449)hi(cid:272)h half. (cid:859) Advertising = communication: increasing sales is not a legitimate marcoms objective because many factors can affect sales, including: Changes in environmental, economic and political climate (e. g. recession or war) The (cid:858)fu(cid:374)(cid:374)el(cid:859) as a(cid:374)othe(cid:396) way of (cid:396)ep(cid:396)ese(cid:374)ti(cid:374)g (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) (cid:858)att(cid:396)itio(cid:374)(cid:859) This (cid:373)ethod assesses (cid:449)hethe(cid:396) the (cid:271)(cid:396)a(cid:374)d is (cid:858)shouti(cid:374)g(cid:859) loudly enough relative to its competition. Brand a spends million on its advertising, and total category spends million (e. g. spend of brand a + spend of brand b + spend of brand c + spend of brand d = million), B(cid:396)a(cid:374)d a(cid:859)s sov is (cid:1006)(cid:1004)% (cid:894)that is, (cid:1006)/(cid:1005)(cid:1004) 100 = 20). The state of equilibrium for different brands mktg204 page 1. The share of voice (sov) and share of market (sov) budgeting method.
