ADV-3008 Lecture Notes - Lecture 4: Serial Ata, Ihop, Dagmar Marketing
Document Summary
Research -> two types: secondary research (first) Info gathered for some other purpose, but useful to the company. a: not customized for the company, but are sales figures that can be used to create advertising plans, advantages: i. ii. iii. iv. v. Reliable: ex: automobile dealership looks at sales figures from local and national competitors. Looks at car registrations within the local area. Competitors can retrieve this information and use this to compare their sales to other companies in the marketplace. vi. Consumer information: how popular is the company, reviews or recommendations iii. Classifying consumers: demographics in area, message strategy, ads resigning with potential buyers. The amount of change is achieve within the target group. People do better work when they have a clear direction (what"s expected of them) Relating to competition through a unique and meaningful feature or benefit. Products are similar, but try to make a difference in the consumer"s mindset.
