Presentation 16

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Transcript Presentation 16

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ADVERTISING, PUBLIC
RELATIONS, AND SALES
PROMOTIONS
M marketing17
GREWAL / LEVY
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Steps in Planning an Ad Campaign
Pull strategy
Push strategy
17-2
Advertising Objectives
Inform
Persuade
Remind
17-3
Informative Advertising
• Communicates to create and
build brand awareness
• Retailers aim to push the
consumer through the buying
cycle to final purchase
• Often used to inform
customers about upcoming
sales events or arrival of new
merchandise
Clip 20, Ford Fiesta
17-4
Persuasive Advertising
• Generally occurs in the
growth and early maturity
stages of the Product Life
Cycle when competition is
most intense
• May be used to reposition
an established brand in the
later stage of the Product
Life Cycle
17-5
Reminder Advertising
• Communication used
to remind or prompt
repurchases
• Occurs after the
products have gained
market acceptance
17-6
Focus of Advertisements
Product-focused
advertisements
Institutional
advertisements
17-7
17-8
Primary vs. Selective Demand
17-9
Choosing the Right Medium
Determine the Advertising Schedule
Continuous
Pulsing
Flighting
17-10
17-11
Types of Sales Promotion
Global Markets -- Sales Call Cultural Issues
Assessing Global Markets
The greater the wealth of people in a
country, generally, the better the
opportunity a firm will have in that
particular country
Cultural or the shared meanings, beliefs,
morals, values, and customs
The basic facilities, services, and
installations needed for a community to
function
Government actions and actions of
nongovernmental political groups
influence laws and regulations
7-13
Breathe Right Global
Choosing a Global Entry Strategy
Producing
goods in
one
country
and selling
them in
another
A contractual
agreement that
allows the
franchisee to
operate a business
using a name and
format developed
and supported by
the franchisor
A collaborative
relationship
between
independent
firms though
the partnering
firms that do
not invest in
one another
A firm entering a new market
pools its resources with
those of a local firm to form
a new company in which
ownership, control, and
profits are shared
When a firm maintains 100 percent ownership
of its plants, operation facilities, and offices in a
foreign country often through the formation of
wholly owned subsidiaries
7-15
The Global Marketing Mix: Product or Service Strategies
Sell a product or service similar to
that sold in home country but include
minor adaptations
Sell the same product or service in
both the home country market and
host country
Sell totally new products or services
7-16