Week Three: Front End Alignment
Week Three: Front End Alignment ADV 3008
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This 3 page Class Notes was uploaded by maditaylor7 on Monday February 1, 2016. The Class Notes belongs to ADV 3008 at Florida State University taught by Barry Solomon in Summer 2015. Since its upload, it has received 23 views. For similar materials see Principles of Advertising in Advertising at Florida State University.
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Date Created: 02/01/16
FRONT END ALIGNMENT Product Lifecycle: changes a product goes through from its introduction in the marketplace until it is pulled off the market o introduction, growth, maturity (still increase in sales,but there are a few dips), decline implications growth: price— will come down with increased competition o advertising— stimulates selective demand; primary demand: for the product secondary demand: for the brand promotions— samples, coupons implication maturity: promotions— price implications: product decline o ex. point and shoot cameras on the decline o ex. blockbuster on decline Issues concerning the company o goals and philosophy — what are the company’s goals o financial resources $$ o production capabilities — what are the costs per production o distribution: where is the company located, what is the companies target market o product portfolio: product cannibilization: when sales of one product consume another product of the same comapny Macbook Air vs Macbook Pro Macro Issues: a company must deal with these issues but cannot control them o the economy: consumer confidence dependent o legal issues o size of the market ex. Millennial are delaying family growth, altering the growth of a market o supplies o social issues McDonalds latino commercial : heartwarming and addresses PC culture Barbies decline in the market —> this lead to the switch of their ad campaign to a more positive image for young girls Kindle commercial with gay couple o seasonality: advertising should follow existing patterns for holiday shopping Secondary Research o spend your limited research budget during situational analysis! o secondary research: the information gathered for some other purpose which is useful to the company Advantages relatively inexpensive rapid comparative date large sample size reliable Disadvantages: doesn’t tell us why rarely fits needs for company can be dated widely disseminated: anybody can access this research including your competitors Primary Research o primary research: customized to an individual company to accomplish specific goals o Uses: hierarchy of effects: Awareness, Attitude, Behavior consumer information: different forms of media classifying consumers: ignoring groups message strategy: do people understand our ads?
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