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by: Mr. Allene O'Hara


Mr. Allene O'Hara
Texas State
GPA 3.85

K. Walden

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K. Walden
Class Notes
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This 18 page Class Notes was uploaded by Mr. Allene O'Hara on Wednesday September 23, 2015. The Class Notes belongs to MKT 4330 at Texas State University taught by K. Walden in Fall. Since its upload, it has received 38 views. For similar materials see /class/212733/mkt-4330-texas-state-university in Marketing at Texas State University.

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Date Created: 09/23/15
Evaluation of Broadcast Media Ch 11 ntro DVR is a concern to advertisers and new technologies will impact the traditional advertising business making model Television is the ideal advertising medium and has the ability to appeal more than any other medium Advantages of TV 0 Creativity and Impact greatest advantage 0 Interaction of sight and sound make dramatic presentations 0 Convey a mood or image for brand to create emotion and appear interesting 0 Great for demonstrating a product or service 0 Coverage and Cost Effectiveness o Tv makes it possible to reach large audiences 0 Nearly everyone watches some tv 0 Some watch on a regular basis 0 Very cost effective to reach mass markets 0 Cost per thousand CPM 0 Popular for companies selling mass consumption products 0 Captivity and Attention 0 Most people are exposed to commercials unwillingly 0 Increase of devises make it easier to avoid commercials o Remaining viewers devote some attention to advertising 0 Has an effect on consumers though repetition and catchy slogans or jingles 0 Security and Flexibility o Difficult to reach a precisely defined market segment 0 Some is possibly though result of program content time and geographic coverage 0 Some advertisers appeal to groups with specific interest 0 Advertisers can adjust by local or spot ads in specific market areas Story on page 353 the super bowl becomes an IMC opportunity o Advertisings premier event Especially for companies with a large budget 0 Small companies that can generate millions from media exposure 0 Marketer find creative ways to get consumer involved with the ad Limitations of TV 0 Costs 0 Expensive in which to advertise 0 Buy airtime and produce a quality commercial 0 Some advertisers use mediadriven creative strategies that require a variety of commercials 0 Even local ads can be costly to produce and be low quality 0 High cost leave small and medium advertisers out 0 Lack of Selectivity 0 Advertisers seeking specific target audience reduce cost effectiveness because message reaches beyond their market 0 Some stations are too geographically big for local small companies 0 Worst medium that can target consumer market selectively o Fleeting Message 0 Commercials only last 30 seconds and leave nothing tangible for the consumer to examine o Commercials keep getting shorter 0 Advertisers see short commercial as the only way to keep media cost in line 0 Clutter 0 TV advertising effectiveness is declining because of clutter 0 Lots of messages competing for attention 0 Shorter commercials contribute to clutter 0 Limited Viewer Attention 0 Purchasing only an opportunity to expose message to consumers o Zipping when viewers fastforward though commercials as they play back previously recorded programs changing channels to avoid commercials 0 Many popular shows at the same time encourage people to ship commercials o Distrust and Negativity 0 Critics don t like commercials because of their persuasiveness and intrusiveness o Views cannot control which ad appear on the screen 0 Some offensive uninformative and shown too frequently Buying TV time 0 Network vs Spot 0 Network to provide national coverage or local where additional coverage is not necessary 0 Network 0 Television Network A network assembles a series of local affiliated local TV stations or affiliates to which is supplies its programs 2 definitions in one Affiliates independently owned get advertising time from networks Networks and affiliates share revenue from advertising Networks have enough affiliates for national coverage Advantage of network advertising is simple purchase process OOOOO Disadvantage is high cost of network time on major networks during prime time shows O O O Disadvantage is availability of time more advertisers want to advertise on networks that reach mass markets Up front market buying period that occurs before the TV season begins Scatter market TV time purchased that runs through the TV season Incentives for buying up front are cancellation options and lower prices Story on pg 360 Spanish language networks take on the big 4 Spanish networks compete for Hispanic viewers They must attract viewers from the big 4 Big 4 include ABC CBS NBC and FOX Need to attract viewers with programs that are appealing not just in a different language 0 Spot 0 Spot advertising refers to commercials shown on local TV stations with time negotiated and purchased directly from the individual stations 0 All non network advertising is done by national advertiser is known as national spot advertising 0 Local advertising airtime sold to local firms such as retailers restaurants banks and auto dealers 0 Local advertisers want airtime in a specific geographic which is difficult but tv advertising may still be efficient 0 Spot advertising offers the national advertiser flexibility to adjust to local market confident 0 Major problem of spot advertising is that is can be more difficult to quire since time must be purchased from a number of local stations Problem can be reduced by station reps 0 Station reps individuals who act as sales representatives for a number of local stations in dealing with national advertisers 0 Spot ad are subject to more commercial clutter 0 Local stations sell time on their own programs 0 Local advertisers like independent stations because of lower rates 0 National advertisers like to combine network and spot tv to make effect use of their budget 0 Spot advertising is attractive to national advertiser because of syndication Syndication o Syndicated programs shows that are sold of distributed on station by station market by market basis A syndicator seeks to sell its program to one station in every market Off network syndication reruns of network shows that are bought by individual stations example family guy 0 Minimum number of episodes is required before syndication O O O O 0 Off network syndication offers local stations quality programs with an established audience First run syndication shows produced speci cally for the syndication market example Jerry Springer and Regis and Kelly Advertiser supported or barter syndication practice of selling shows to stations in return for a portion of the commercial time in the show rather than or in addition to cash example Oprah and Jeopardy Syndication accounts for more than a third of national broadcast audiences National advertisers use syndicated shows to broaden their reach save money and target audiences example is family guy is popular with advertisers because of high sought after and difficult to reach young adults Disadvantages of syndication include audience is often older and more rural syndicators do not supply as much research as networks do Methods of buying time advertisers must also decide whether to sponsor an entire program participate in a program or use spot announcements between programs 0 Sponsorship o Sponsorship and advertiser assumes responsibility for the production and usually the content of the program as well as the advertising that appears within it O 0 Very expensive to sponger a program Companies sponsor programs to gain more control over the shows carrying their commercials including number placement and content of commercials o Participations 0 Participation several advertisers buying commercial time or spot on a particular program 0 Participators have no financial responsibility for the production of the program 0 Advantages include no long term commitment rates can be adjusted to fit budget budget can spread out over a number of programs providing greater reach 0 Disadvantage includes little control over placement and availability 0 Spot announcements 0 Bought from local stations and generally appear in periods adjacent to network programs 0 Used by local advertisers but also bought by companies with no network schedule and large advertisers that use both network and spot advertising Selecting time period and programs Day parts speci c segments of a broadcast day 0 Cable television 0 Cable television or CATV community antenna tv delivers tv signals thought fiber or coaxial wire rather than the airways developed to provide reception to remote areas that couldn t receive broadcast signals 0 Cable subscribers pay a monthly fee 0 Cable tv broadens the program and advertising options 0 Superstations independent local stations that send their signals nationally via satellite to make their programs available Advertising on cable 0 Cable time can be purchased on a national regional or local spot level 0 National advertisers are turning to spot advertising on cable to reach specific geographic areas 0 Save money 0 Interconnects a number of cable systems and networks in a geographic area are joined for advertising purposes 0 interconnects increase the size of the audience an advertiser can reach with a spot cable buy 0 Purchasing process is very complicated and time costly for spot tv 0 local cable systems do not provide advertisers with strong support or mush information on demographics lifestyle and viewership information Advantages of cable 0 Cable subscribers tend to be younger more affluent and better educated than non subscribers and have greater purchasing power 0 Advertisers have turned to cable because of opportunities for narrowcasting o Narrowcasting reaching very specialized markets 0 Low cost and flexibility 0 Cost lower on cable programs than major networks 0 Low cost make it a popular medium among local advertisers 0 Local cable one of the fastest growing markets Limitations of cable 0 Cable is overshadowed by major networks 0 Audience fragmentation viewers are spread out over a large number of channels 0 Cable still lacks total penetration especially in some major markets Story on page 367 ESPN heaven for the sports fan 0 0 ESPN has changed the way sports are covered as well as the consumption of sports Attracts viewers by creating talk shows that sandwich big events Have become very popular with advertisers because of the young male sports fan market that is hard to reach ESPN management knows how to make changes to sustain growth and continue as a premier network 0 sports fans feel like their watching sports heaven 0 The Future of cable 0 Cable tv continues to experience strong growth as it audience share increases and advertisers spend more money to reach cable viewers 0 Cable industry faces challenges I Increasing number of channels more competiton more fragmentation of cable audience Leading to fragmentation of the audience I Changes in government regulation Competition in the programming distribution business from other telecommunications companies I Direct broadcast satellite services 0 Some growth in cable channels will come from multiplexing o Multiplexing transmitting multiple channels from one network 0 One of the biggest threats facing the cable industry is the competition from direct broadcast satellite DBS services 0 direct broadcast satellite DBS services use a system whereby tv and radio programs are sent directly from a satellite to home equipped with a small dish 0 D35 companies how have 26 million subscribers I Marketing service I Superior picture quality I Greater channel choice as many as 200 channels 0 Future of advertising will depend on size and quality of the audience cable stations can reach with their programs 0 Overall cable as an advertising medium should continue to grow 0 Measuring the TV audience 0 Audience measurement is critical to advertisers as well as to the networks and stations 0 Advertisers want to know the size of the audience they are reaching 0 Rates advertisers pay are a function of audience size 0 Audience measures 0 Size and composition of television audience is measured by ratings 0 Techniques used to gather audience ratings include I Diaries I Electronic meters or recorders I And personal interviews 0 The number of households in a market that own a tv is sometimes referred to as universe estimate UE 0 Television households generally correspond to the number of households in a given market 0 Program rating the percentage ofTV households in an area that are tuned to a speci c program during a speci c time period O O O O O O O 0 Program rating calculated by dividing the number of households tuned to a particular show by the total number of households in an area Rating HH tuned to show total US HH Ratings points represent 1 percent of all television households in a particular area tuned to a speci c program Households using television HUT the percentage of homes in a given area where tv is being watched in a specific time period also referred to as sets in use Share of audience the percentage of households using tv in a specific time period that are tuned in to a specific program Audience share is calculated by dividing the number of households tuned to a show HH by the number of households using a television HUT Share Households tuned to show US households using a TV Audience share is always higher than the program rating unless all the households have their sets tuned on in which case they would be equal Share figures reveal how a program does with the available viewing audience Ratings services also provide an audience statistic know as total audience Total audience the number of homes viewing any ve minute part of a telecast 0 National audience information 0 O O Nielsen Television index provides daily and weekly estimates ofthe size and composition of the national viewing audience for programs aired on broadcast and major cable networks People meter an electronic measuring device that incorporates technology ofthe old style audiometer in a system that records not only what is being watched by whom in 10000 households Data collected include when a set is turned on What channel is being viewed When the channel is changed When the set is off In addition to who is viewing And the demographic characteristics of the viewers 0 Local audience information 0 O O O Designated market areas DMAs non overlapping areas used for planning buying and evaluating tv audiences and are generally a group of countries in which stations located in a metropolitan or central area achieve the largest audience share Nielsen also measures the largest local markets using the local people meter LPM technology Local people meters are currently used in the top 10 markets Sweeps Nielsen measures viewing audiences in every local television market at least 4 times a year during rating periods 0 Developments in audience measurements 0 Commercial ratings know as c3 includes measures ofthe average viewership of the commercials both live and up three days after the ads are played back on dvr o Nielsen media research in 2006 announced a major initiative known as anytime anywhere media measurement AZM2 0 Engagement can be de ned as the focued mental emotional connection between a consumer a media vehicle and a brands message 0 Radio 0 Radio does not get much respect from advertisers 0 Radio has evolved primarily into a local advertising medium 0 Radio has the power to teach anf influence the consumers purchase behavior 0 Story on pg 375 what programs to college students watch 0 College students watch a significant amount of television 0 Tv networks welcome measures of television viewing outside of the home since a large amount of television viewing occurs outside of the home such as bar and restaurants 0 The study does confirm that college students are watching more tv than expected 0 Advantages of radio 0 Cost and efficiency I A main strength is low cost I Cheap to produce I Low cost means advertiser can build more reach and frequency into their media schedule I Advertisers can use radio as a cheap and efficient way to get their names known 0 Receptivity I Radio provides a very receptive environment for their advertising messages I Listens are often emotionally connected to the stations they listen to I Consumers perceive radio advertising as being more personally relevant to them 0 Selectivity I Another advantage is the high degree of audience selectivity available through various program formats and geographic coverage of numerous stations I Radio can reach consumers other media cant o Flexibility I Radio is the most flexible because it has a very short closing period which means advertisers can change their message almost up to the time it goes on the air I Can produce scheduals on a very short notice 0 Mental imagery I Advantage is that listeners use their 39 U39 39 when r C a I Image transfer images ofa commercial are implanted into a radio spot 0 Integrated marketing opportunities I Radio can be used with other advertising mediums to create effectiveness and awareness I Can also be used with MC tool I Live radio broadcast can be used with event marketing Limitations of radio 0 0 Creative limitations I Major drawback is the absence of visual image I Radio advertiser cannot show products demonstrate it or use any type of visual to appeal to consumers Fragmentation I High level of audience fragmentation due to large number of stations I Advertisers that want a broad reach into their radio advertising media schedule have time buy time on a number of stations just to cover a local market Chaotic buy procedure I Chaotic for the media planning and purchasing process for the advertiser I Problem has diminished because of syndicated programs offering a package of different stations Limited research data I Media planners do not have as much audience information available to guide them in their purchase of radio time Limited listen attention I Listeners may miss some or all commercials because of limited attention I Getting listeners to pay attention is difficult I Growth of cell phones draws attention away from radio Competition for digital media I A major threat is the growth of satellite radio I Also impacted by popularity of mp3 and ipods Clutter I Many commercials at different time lengths I Stations trying to reduce clutter by cutting back on the number of advertisements during s commercial break Buying radio time 0 0 Network radio I Advertising time on radio can be purchased on a network basis using a national network I Using networks minimizes amount of negotiation I Syndicated program offer packaging Spot radio I National advertisers can use spot radio to purchase airtime on individual stations Local radio I Used heaviest by local advertisers Time classifications 0 Radio is divided into various time periods or day parts 0 Size of audience varies during different times of the day 0 0 Audience information o Arbitration 0 Radar 3 basic estimates in the arbitration reports 0 Person estimates 0 Ratings 0 Share Average quarter hour gure average number of people estimated to have listened to a station for a minimum of5 minutes during an quarter time period Cume cumulative audience is the estimated total number of different people who listened to a station for at least 5 minutes Average quarter hour rating percentage of the total listening audience turned to each station Portable people meter a wearable paper sized device that electronically tracks what consumers listen to on the radio by detecting inaudible id codes that are imbedded in the programming Another rating service owned by arbitration Measurements coected throughout the year Respondents are instructed to record all radio listening as well as date time and location Ch 16 Sales Promotion 39239 Story Macy s sales promotion and branding building often clash pg 507 o Macy s had struggling department stores that relied on sales and coupons to attract customers Macy s was undertaking a makeover and wanted to build a strong brand Implementing the new strategy immediately didn t help sales involved not issuing many coupons in 2006 Macy39s started cutting back on coupons and sales causing sales to drop for 4 consecutive months Macys learned customer s like a deal and they will wait until a sale to go buy Customers are price sensitive because of the high amount of sales coupons and free offers distributed Many companies are damaging their brands by investing too much in short term promotions and too little in long term branding consumers love a dealconsumers are 50 more price sensitive Conclusion many marketers and retailers have created a dilemma from which there is no easy escape Discounts will increase sales in short term but more they are used the more the customers will get accustomed to wait to buy which will not build brand image Sales promotion 0 a direct inducement that offers an extra value or incentive for the product to the sales force distributors or the ultimate consumer with the primary objective of creating an immediate sale 0 An m incentive to buy 0 An inducement to intermediaries 0 Targeted to different parties 0 Advertising appeals to the mind and promotion appeals to the pocketbook and provides incentive for purchasing a brand 0 1st sales promotion gives retailers a financial incentive to stock and promote a manufactures products 0 2quotd sales promotion is an acceleration tool designed to speed up the selling process and maximize sales 0 3rd companies use expiration time restraints to accelerate the purchase process 0 4 h sales promotions can be targeted to different parties in the marketing channel 0 Sales promotion broken down in two categories consumers oriented promotion and trade oriented promotion Sales Promotion Uses 0 Introduce new products 0 Get existing customers to buy more 0 Attract new customers Combat competition Maintain sales in off season Increase retail inventories Tie in advertising and personal selling Enhance personal selling efforts Consumer oriented sales promotion 0 sampling couponing premiums contests and sweepstakes refunds and rebates bonus packs priceoffs frequency programs and event marketing 0 Part of the pull strategy designed to induce them to purchase the marketer s brand 0 Also used by retailers to encourage shopping in a particular store Trade oriented sales promotion 0 dealer contests and incentives trade allowances pointofpurchase displays sales training programs trade shows cooperative advertising 0 motivate distributors and retailers to carry a product and make an extra effort to push it to their customers Growth of sales promotion 0 consumer up from 56 billion in 1991 to 350 billion in 2007 o trade 150 billionyear Why sales promotion is increasing 0 promotion industry has matured over the past several decades Growing Power of Retailers Declining Brand Loyalty Increased Promotional Sensitivity Brand Proliferation Fragmentation of Consumer Markets ShortTerm Focus Increased Accountability Competition 0 Clutter Dealing with the power ofwalmart Account speci c marketing co marketing o a manufacturer collaborates with an individual retailer to create a customized promotion that accomplishes mutual examples 0 EX Sunsilk hairspray developed 14 different accountspecific promotions to get retailers to stock and promote the brand Concerns about increase of sales promotion 0 worried that it affects brand equity every dollar that goes into promotion rather than advertising devalues the brand Consumer franchise building promotions CFB 0 sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity 0 designed to build longterm brand preference and help achieve fullprice purchases that don t depend on a promotional offer CFB Promotional Objectives 0 Communicate distinctive brand attributes 0 Develop and reinforce brand identity 0 Build longterm brand preference CFB Techniques and Practices 0 Frequency programs encourage repeat purchase 0 Frequency programs encourage patronage loyalty 0 Offers consistent with brand or store image I Reinforce brand or store identity I Define store or brand personality I Reveal brand or service attributes or benefits I Engage participants though active involvement Nonfranchise building non F B promotions 0 designed to accelerate the purchase decision process and generate an immediate increase in sales 0 don t communicate info about a brand39s unique features or the benefits of using it so they don t contribute to the building of brand identity and image 0 EX priceoff deals bonus packs and rebatesrefunds Non FB Promotional Objectives 0 Accelerate the purchase decision process 0 Generate an immediate sales increase Non FB Promotions 0 Do not identify unique brand features 0 Do not contribute to brand identity or image 0 NonFB Promotions may include o Priceoff deals 0 Bonus packs 0 Rebates or refunds o NonF B Promotions shortcomings 0 Trade promotions benefits may not reach customers 0 If they do they may lead only to price reductions 0 Customers may buy price rather than brand equity Objectives of consumer oriented sales promotion 0 obtaining trial and repurchase increasing consumption of an established brand defending current customers targeting a specific market segment enhancing integrated mktg communications and building brand equity Sales promotion has an interesting history as well Sampling 0 a variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial 0 generally considered the most effective way to generate trial but also most expensive Criteria for an effective sampling program 0 products are of relatively low unit value 0 products are divisible 0 purchase cycle is relatively short Bene ts of sampling 0 induce trial 0 consumers experience brand directly Limitations of sampling 0 brand must have unique or superior bene ts 0 some bene ts are difficult to gauge immediately Sampling methods Door to aloor sampling Direct mail In store sampling On package sampling Event sampling Crossproduct sampling With newspaper magazine Any of above with coupon Couponing o oldest most widely used and most effective sales promotion tool Advantages of coupons 0 offers a price reduction only to those who are pricesensitive 0 reduce the retail price of a product without relying on retailers for cooperation o generate trial 2nd after sampling 0 encourage repeat purchase and nonuser purchase Problems with coupons 0 difficult to estimate how many consumers will use a coupon and when 0 response to a coupon is rarely immediate o difficult to prevent coupons from being used by consumers who use the product 0 low redemption rates and high costs 0 misredemption Coupon distribution freestanding inserts biggest direct mail newspapers magazines 0 packages Bounce back coupon 0 an inon pack coupon that is redeemable for the next purchase of the same brand Cross ruff coupon 0 an inonpack coupon that is redeemable on the purchase of a different product usually one made by the same company but occasionally through a tiein With another manufacturer Instant coupon 0 attached to the outside of a package so the consumer can rip it off and redeem it immediately at the time of purchase 0 highest redemption levels In store couponing 0 includes all coop couponing programs distributed in a retail store environment Coupon Fraud Consumers redeem without purchase Clerks and staff exchange for cash Managersowners redeem without sale Criminals collect or counterfeit and sell Coupom39ng trends Premiums 0 an offer of an item of merchandise or service either free or at a low price that is an extra incentive for purchasers 0 free premiums 0 selfliquidating premiums Self liquidating premiums 0 require the consumer to pay some or all of the cost of the premium plus handling and mialing costs Contest 0 a promotion where consumers complete for prizes or money on the basis of skills or ability Sweepstakes o a promotion where winners are determined purely by chance cannot require a proof of purchase as a condition of entry 0 game Problems with contests and sweepstakes 0 do little to contribute to consumer franchise building 0 legal considerations Refunds 0 offers by the manufacturer to return a portion of the product purchase price usually after the consumer supplies some proof of purchase Bonus packs 0 offer the consumer an extra amount of a product at the regular price by providing larger containers or extra units Price off deal 0 reduces the price of the brand typically offered right on the package Loyalty programs 0 one of the fastestgrowing areas of sales promotion Event marketing 0 a company or brand is linked to an event or a themed activity is developed for the purpose of creating experiences for consumers and promoting a product or service Event sponsorship o a company develops actual sponsorship relations with a particular event and provides nancial support in return for the right to display a brand name logo or advertising message and be identi ed as a supporter of the event Trade Oriented Sales Promo Objectives Obtain Distribution of New Products Maintain Trade Support for Existing Products Encourage Retailers to Display Existing Brands Build Retail Inventories Types of Trade Oriented Promotions Contests and Incentives Trade Allowances Buying Allowances Promotional Allowances Slotting Allowances PointofPurchase Displays Sales Training Programs Trade Shows Cooperative Advertising Contests and incentives o stimulate greater selling effort and support from reseller management or sales personnel Push money spiffs 0 cash payments made directly to the retailer39s or wholesaler s sales staff to encourage them to promote and sell a manufacturer s product Trade allowance 0 a discount or deal offered to retailers or wholesalers to encourage them to stock promote or display the manufacturer39s products 0 buying r 0 most common trade promotion Buying allowance 0 a deal or discount offered to resellers in the form of a price reduction on merchandise purchased during a fixed period 0 offinvoice allowance free goods Off invoice allowance 0 a certain percase amount or percentage is deducted from the invoice Promotional allowances o discounts for performing certain promotional or merchandising activities in support of their brands Slotting allowances 0 special allowance for agreeing to handle a new product 0 fees retailers charge for providing a slot or position to accommodate the new product II 39 I 139 1 II 39 I J and slotting allowances Failure fees 0 retailers charge money if a new product doesn39t hit a minimum sales level within a certain time Forward buying 0 when retailers stock up on a product at a lower deal or offinvoice price and resell it to consumers after the marketer s promotional period ends Diverting o a retailer takes advantage of the promotional deal and then sells some of the product purchased at the low price to a store outside its area or to a middleperson who resells it to other stores EDLP everyday low pricing 0 lowers the list price of over 60 of its product line by 1025 while cutting promotional allowances to the trade displays and POP materials 0 can help a manufacturer obtain more effective instore merchandising of products planograms o con gurations of products that occupy a shelf section in a store Sales training programs 0 for reseller personnel program to inform salespeople as to the features advantages and benefits of a product Trade show 0 a forum where manufacturers can display their products to current as well as prospective buyers Cooperative advertising 0 the cost of advertising is shared by more than one party Horizontal cooperative advertising 0 advertising sponsored in common by a group of retailers or other organizations providing products or services to the market Ingredient sponsored cooperative advertising 0 supported by raw materials manufacturers helps establish end products that include the company39s materials andor ingredients Vertical cooperative advertising 0 a manufacturer pays for a portion of the advertising a retailer runs to promote the manufacturer s product and its availability in the retailer39s place of business Sales promotion trap 0 when several competitors use promotions extensively Sales Promotion Agencies Then Created tactics Do single project Hired for specialty Single agency contact Inferior to ad agency Indirect accountability OOOOOO Creates strategy Continuing service One fullservice rm Agency team contact Equal to ad agency Directly accountable Promotion Targeted t0 Reseller Salespeople Product or program sales eg Selling a speci c number of cases Selling a speci c number of units Selling a speci c number of promotional programs New account placements e g Number of new accounts opened Number of new accounts ordering a minimum amount Promotional programs placed in new accounts Merchandising Efforts eg Establishing promotional programs Placing display racks counter displays etc Shifting Role of the Promotion Agency Traditional 0 Primarily used to develop shortterm tactics or concepts 0 Hiredcompensated on a projectbyproject basis 0 Many promotion agencies used a mixieach one hired for best task andor specialty 0 One or two contact people from agency 0 Promotion agency never equal to ad agencyidoesn t work up front in annual planning process 0 Not directly accountable for results New and improved 0 Used to develop long and shortterm promotional strategies as well as tactics o Contracted on annual retainer following formal agency reviews 0 One or two exclusive promotion agencies for each division or brand group 0 Full team or core group on the account 0 Promotion agency works on equal basis with ad agencyisits at planning table up front 0 Very much accountableigoes through a rigorous evaluation process OOOOOO


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