MKTG 341 Lecture Notes - Lecture 1: Tupperware, Sally Beauty Holdings, Promotional Mix
3 Oct 2018
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Special k uses a steady advertising schedule since cereal consumption is not seasonal. A(cid:373) sets its budget b(cid:455) pa(cid:455)i(cid:374)g e(cid:454)pe(cid:374)se first a(cid:374)d spe(cid:374)di(cid:374)g (cid:449)hat"s lefto(cid:448)er o(cid:374) pro(cid:373)otio(cid:374) under all you can afford budget. Retailers who focus on one type of product while selling at a discount are called category killers. Small boutiques often offer full service to differentiate themselves and justify their higher prices. Pepsi has vending machines full of cold drinks everywhere in hershey park creating place utility. A disadvantage of personal selling as compared to other marketing communication is expense per selling. Sally beauty supply carries 50+ types of hairbrushes. This reflects the depth of its hair line. One advantage of social media over traditional media time to deliver. One weakness of publicity- users lack of control. When readers take the symbols in this ad and transform them into an idea it is called- decoding.
