Documentos de Académico
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Campaign Evaluations
Advertising Objectives
Specific Communication Tasks Accomplished with a Specific Target Audience During a Specific Period of Time INFORMATIVE ADVERTISING builds PRIMARY Demand PERSUASIVE ADVERTISING builds SELECTIVE Demand COMPARISON ADVERTISING compares one brand to another REMINDER ADVERTISING keeps consumers thinking about product.
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TELEVISION Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses. Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity.
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DIRECT MAIL Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization. Limitations: Relative high cost, junk mail image.
RADIO Advantages: Mass usage; high geographic and demographic selectivity; relatively low cost per reach. Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences.
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MAGAZINES Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership. Limitations: Long ad purchase lead time; waster circulation; no guarantee of position.
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Advertising Evaluation
Advertising Program Evaluation has two considerations: COMMUNICATION EFFECTS is the Ad Communicating Well? SALES EFFECTS is the Ad Increasing Sales?
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Consumer Promotion
CONSUMERPROMOTION OBJECTIVES Entice consumers to try new product Lure customers away from competitors product Get consumers to loadup on a mature product Hold & reward Loyal customers Consumer Relationship building CONSUMERPROMOTION TOOLS Samples Coupons Cash refunds Premiums Advertising specialties Patronage rewards Contests Sweepstakes Games Point-of-purchase display
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Deal Proneness
Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997 Examination of deal proneness among consumers in a supermarket setting. Survey & Grocery Receipts used Eight types of deals: 1) cents off, 2) one-free, 3) gift, 4) display, 5) rebate, 6) contest, 7) sale, and 8) coupon
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Deal Proneness
Liechtenstein, Burton, & Netemeyer
continued
Cluster analysis yielded two interpretable results: 49% are deal prone, 51% not 24% High deal prone, 50% intermediate, 26% deal insensitive Deal-proneness a generalized construct (crosses type of promotion) Younger & Less educated consumers more likely to be deal prone.
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Trade Promotions
TRADE-PROMOTION OBJECTIVES: Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers TRADE-PROMOTION TOOLS: Price-offs Allowances Buy-back guarantees Free goods Contests Premiums Displays Discounts Push Money Specialty Advertising items
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Business-to-Business Promotions
BUSINESSPROMOTION OBJECTIVES Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople BUSINESSPROMOTION TOOLS: Conventions Trade Shows Sales Contests
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Product must be customized to succeed Personal contact is important Must demonstrate product Product involves trade-in/up features
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POTENTIAL CUSTOMERS.
STEP 2: PRE-APPROACH
Learning as much as possible about a prospective
STEP 3: APPROACH
Knowing how to meet the buyer to get the
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objections to buying.
Step 6: CLOSING
Asking the Customer for the Order!
Step 7: FOLLOW-UP
Following up after the sale to ENSURE customer
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