ADV 318J Lecture Notes - Lecture 23: Pony Car, Relevant Market, Category Killer
Document Summary
50 plus years: expressing business objectives and values. View adv and pr as permanent business / organizations objectives. Ford - they want to be the leader in the world. The formal process to determine what is currently known of the product category and growth. The total market potential for a product based on how many people might use it. Relevant market - portion of category where the category can find potential consumers acceptance. Syndicated research- parches the information for ones use. Pony car is a very small category small suvs are doing well. Seasonal kids toys 80% of sails in two months before the holiday season. Cares march through may california , new york and texas is where the most cars are sold. Sales target: write the marketing plan, ibc. Use them to turn into an adv objective. Reach (how many people we want to reach) Frequency (how many times: testing and accountability.
