PPT-Advertising and Promotion Management

MKT 0105560 Prof BóvedaLambie MW 101150am Today Introductions Syllabus Chapter 1 The Case Method Chapter 2 How to Develop Effective Presentations Read Marketing Bootcamp About Me. 7. Objectives. Purpose/Methods of Ad Research. Secondary Data Sources (Yahoogle?!). Purpose/Methods of Copy Research. Key Definitions . Advertising & Promotion Research:. . Any research that helps in the development, execution or evaluation of advertising & promotion. . This module covers the concepts of baseline sales, incremental sales, promotional lift, . return . on . marketing . i. nvestment . (ROMI), . coupon . redemption . and pass-through . percentages on promotions.. Dr. Close. 1. Objectives. To understand:. What Advertising & IBP Actually Are (& what they are not!). the Advertising Communication Model. Audience Classification. Role of Adv. In Business. Role of Adv. In IBP. Lecture Plan. HW2. Exam 1. Prisoner's Dilemma. Empirical Studies of Advertising Effectiveness. Advertising and Media Planning . Definitions. Costs. Upfront Market. Today in Pricing Class. Guest Speaker . Types of media more suitable for different communications tasks. Identify and address obstacles to “getting through” to . potential customers. Identify implications of the . S. -shaped curve of advertising effectiveness for brand building. A form of communication that influences an individual to purchase something.. Branding. What is Branding?. The promotion of consumer awareness of a particular brand of goods or services.. Is advertising really effective?. The media department. The Media Department is responsible for the following:. Planning and arrangement of advertising. Scheduling and buying advertisement time (Broadcast and Electronic Media). Space (Print Media). 1-1. Define promotion and integrated marketing communication (IMC).. Discuss a basic model of communication.. Describe the different ways of classifying audiences for promotion and IMC.. Explain the key role of IMC as a business process.. Purpose of Promotion. The purpose of promotion is to . tell customers about a company’s goods, services, images, or ideas and persuade them to buy or to form an opinion. . A company may have an outstanding product which is priced just right for the market, but if customers don’t know about the product, no sales will be made. . Promotion-. any form of communication a business . uses . to inform, persuade, or remind people about its . products. Promotional Mix-. a combination of the different types of promotion. A business decides on the . Learning Intentions. Understand the concept of marketing. Know how to explain the marketing mix and advertising. Value and be able to apply the marketing mix. 3. 3. #04AFEF. BEFORE WE BEGIN. Do this exercise individually or in pairs. Tick whether you agree or disagree with the statements. Revisit it after the unit to see if you have changed your mind about any of them.. Advertising / Promotion Advertising is paid form of promotion of goods services and ideas to consumer and organizational buyers through mass media Advertising encompasses activities such as writing ad Objectives:. To understand the purpose of promotion. To know the different methods of promotion. Starter. My favourite advert....... http://www.youtube.com/watch?v=TVblWq3tDwY&feature=related. . Factors influencing distribution channels . Customers characteristics. Product characteristics. Company profile. Competitors Distribution Strategy. Area Coverage. Middleman . characteristics. Economic Conditions.