MKTG 1001 Lecture Notes - Lecture 32: Puffery, Branded Content, Product Placement
Document Summary
Persuade customers that yours is better than competition. Sales decrease, advertising decrease (this would be the time to increase) Spend as much as your competitors do. What are you trying to do and how much is it gonna cost you. % of people who are exposed to the ad. Super bowl ad reaches 111 million viewers. Continuity (ex: espn basketball season, baseball season, olympics) Pulsing (ex: target holidays and back to school) Limited in terms of words and creativity. Cost to produce a 30 second ad. Average air time cost for 30 second ad. Loss leader : does not make money on this item but makes money on everything else that us bought. Ex: loss leader=turkey, customer also buys stuffing cranberries, potatoesthat"s how money is made. Exaggeration my students are the best cannot be proved. Company will advertise product at very low price.
