ADV 305 Lecture 13: ADV305- Campaign Planning Effects- 1.7B
Document Summary
Adv305- campaign planning effects- 1. 7b: seven factors impacting relationship between ad spending and sales, 1. Threshold effects: point where advertising beings to positively affect consumer responses, 2. Diminishing returns: the point where an ad campaign has saturated the market. Increases in advertising spending lead to increasingly smaller profits: 3. Decay effects: when a company quits advertising, and the brand name begins to fade in people"s memories, 4. Carryover effects: an ad"s message being remembered when the product is need and the consumer is thinking about the purchase, 5. Wear-out effects: ad message becomes stale or annoying to consumers, may negatively impact sales, 6. Increasing brand awareness or building brand image have less impact on sales than other objectives i. e. mcdonalds: when they make ads, the goal is not to increase revenue. It is to keep the brand salient in the mind of consumers: 7.
