MKT 320F Lecture Notes - Lecture 16: Promotional Mix, Crisis Management, Product Placement
Document Summary
Advertising spending as percent of sales for illustrative product categories. -do not have to market/advertise things like petroleum because these are things we have to have. -in 2009, 30 companies spent more than billion each. -1. 4 million people work in various marketing positions including media advertising such as newpapers, magazines, television, rado, and internet media. -more than 100 companies spend over million annually on advertising. New brand with a small market share spend proportionally more for advertising and sales promotion than those with a large market share. -beyond a certain level of spending, diminishing returns set in. -new brands require higher spending to reach a minimum level of exposure needed to affect purchase habits. -advertising may change a consumer"s negative attitude toward a product, or reinforce a positive attitude. -advertising can affect consumer ranking of a brand"s attributes. -institutional advertising: enhances a company"s image rather than promote a particular product.
