New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

MGM 24 & 25 Lectures

by: Alex

MGM 24 & 25 Lectures 301

Marketplace > University at Buffalo > 301 > MGM 24 25 Lectures
GPA 3.0

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Advertising & Sales Promotion - completed
Dr. Dick
Class Notes
25 ?




Popular in Marketing

Popular in Department

This 3 page Class Notes was uploaded by Alex on Wednesday May 4, 2016. The Class Notes belongs to 301 at University at Buffalo taught by Dr. Dick in Spring 2016. Since its upload, it has received 52 views.


Reviews for MGM 24 & 25 Lectures


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 05/04/16
MGM – Lectures 24 & 25  Advertising & Sales Promotion: o The Advertising Industry: cyclic almost; media, producers (clients), and ad agencies (creative ideas, strategy suggestions (select media ads run in), tries to bring buyers and sellers together (intermediary)) o Advertisement Objectives:  Inform customers  Persuade customer that the brand is best  Sell product ASAP, in as large amounts as possible  Reinforce the customers opinion/change it for the better by stating the idea and strengths of the products  Remind customers what the product is good for, what situations o How it works: (4 Theories):  Hierarchy of Effects: high-involvement products  Cognition (A) – create awareness & knowledge if the product and its use  Affect (B) – “liking preference;” what the product is about and why it’s important to you  Conation (C) – going to purchase the product o Low involvement products: ACB  Low Involvement – needs greater message quantity. Needing greater quality is higher involvement  Pressure Response: the more Ads, the more downward pressure on the customer – more times ads are seen, more likely to buy  Elaboration Likelihood Model – 2 routes of persuasion  High quality persuasive arguments; ad. Conveys information to the customer (what’s important), which influences the brand perceptions/beliefs, which leads to brand attitude (how you feel about the ad.), which leads to behavior (whether purchase or not)  Attitude forms towards ad., which influences attitude towards brand directly o Media Strategy – effectively delivering the advertisement to the customer (quantity v. quality) o Net Reach – “ total number of consumers in target market exposed to an ad. Campaign at least once in a given time period” o Gross Rating Points (GRP) = Reach X Frequency o Rule of Thumb – “aim for avg. frequency of 3-10 exposures” o Cost per Thousand (CPM) – total cost of insertion in particular form of media divided by the number of thousands of exposures achieved through that form of media (vehicle) – examples in packet o Media Mix – total variety of media vehicles used in an advertising campaign (TV, billboards, radio, etc.) o Types of TV Ad. Placements: TV shows create audiences for ads.  Network Television – overly aired networks with affiliated networks; all over country (E.g. – ABC, CBS, CNN)  Spot TV – networks willing to sell to spot tv market; pin-pointing particular regions (major cities)  Cable Ad – cable network; wherever cable is  Spot Cable – particular cable goes to particular regions  Syndicated – independent entrepreneur buys the rights to reshow old shows (if multiple seasons) (e.g. – Seinfeld)  Insert your own ads and ads of your choosing – sell ad space  like making your own channel o Non-TV Advertising:  Radio: problem is measuring audience size  Magazines/Newspapers: problem is there are alternate, free ways to access information  Outdoor: billboards  Online: growth of digital market (social media)  Audi Campaign example  Branded Entertainment: when a company associates its name with a product/form of entertainment (E.g. – videos of events on the RedBull YouTube channel)  Product Placement: place the product into the form of entertainment (E.g. – ChexMix in the soap opera show)  Weird New Stuff: Placing ads. Where you normally wouldn’t; tends to be relatively intrusive (E.g. – ads. As messages on phones, axe ad. At bottom of swimming pool, etc.) o Types of Sales Promotions:  Push Promotion Strategy: Manufacturer (M)  Retailer (R)  Consumer (C)  M “pushes” product on R, who pushes it on C  E.g. – Coupons, Rebates, sampling, etc.  Pull Promotion Strategy: M  R  C (Trade)  M directly aims product on consumer, which pulls them to R, which pulls them to M  E.g. – dealer contests, trade allowances, trade shows


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Janice Dongeun University of Washington

"I used the money I made selling my notes & study guides to pay for spring break in Olympia, Washington...which was Sweet!"

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.