MKT 4350 Lecture Notes - Lecture 5: Brand Equity, Marketing Mix, Online Shopping

• School: UT-Dallas
• Department: Marketing Management
• Course: MKT 4350
• Professor: Biswas Abhijit

Document Summary

Advertisements are paid for a company or an entity: exm. Motorola ad: how tv benefits your children. Chesterfield tobacco: happy birthday cigarettes for dad, abcs. Del monte ketchup: you mean a woman can open it. Kellogg"s vitamins: energy for woman to work at home. Perceived value: product, distribution, promotion, price, all made to increase perceived value, that is your reality. Marketing strategy: define a target market and marketing mix. Functions and effects of advertising as a marketing tool. To induce consumers to try new product and to suggest reuse. To simulate distribution: if you advertise the brand, distributors will have more of the brand. To lower overall cost of sales: better advertising, less salespeople have to do. To build brand equity: the brand is worth something, exm. Coke brand is valued more than its assets: exm. Now they just put the swoosh: simplistic branding. Structure of the advertising industry: advertisers, trade resellers.