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Promotional Strategies

by: Malvina White Jr.

Promotional Strategies IBM 307

Malvina White Jr.
CSU Pomona
GPA 3.92

Jun Myers

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About this Document

Jun Myers
Class Notes
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Popular in International Business

This 2 page Class Notes was uploaded by Malvina White Jr. on Saturday October 3, 2015. The Class Notes belongs to IBM 307 at California State Polytechnic University taught by Jun Myers in Fall. Since its upload, it has received 21 views. For similar materials see /class/218251/ibm-307-california-state-polytechnic-university in International Business at California State Polytechnic University.

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Date Created: 10/03/15
Audience Geography Global International National Regional Local International advertising varies by country and culture 0 Hofstede s 5 cultureal dimensions 0 Individualism vs collectivism Power distance Masculinity vs femininity Uncertainty avoidance I Measure of how comfortable we feel 0 Longterm vs shortterm orientation llcommon factor 0 Global advertising is possible if common factor has the same meaning everywhere 0 Effectiveness vs efficiency The Business Model of Advertising The role of advertising in 4 aspects 1 Marketing Mix a The 4 P s Price Promotion Product Place b Product promotion price distribution 9 perceived value 2 Brand Management 3 SDP marketing process 4 Revenue and profit generation The Promotion Mix 1 Advertising involves the use of mass media to convey messages in paid media space 2 Public Relations involve distribution of information designed to promote goodwill toward a company or organization Increasingly these activities are intended to promote product sales 3 Sales Promotion includes activities that add value to a product or reduce its price 2 In Brand Management 0 Information and persuation 0 Introduction of new brandsextensions 0 Building brand loyaltybrand euity 0 Creating an imagemeaning 000 Brand image and meanings llBig 5quot brand personalities o Sincerity downtoearth honest wholesome cheerful o Excitement daring spirited imaginative uptodate o Sophistication upper class charming o Competence reliable intelligent successful 0 Ruggedness outdoor tough 3 In SDP marketing Segmentation 0 Target a certain type of people Differentiation o Decided who your target will be Positioning 0 Once you already know where you stand 0 Distinct from other brands o Occupies a quotvaluequot level 0 External niche vs internal 4 In Revenue and Profit Generation 0 Economies of scale 0 Brand loyalty leads to inelasticity of demand Types of Advertising 0 Primary vs selective demand stimulation 0 Direct vs delayed response advertising 0 Corporate vs band advertising Structure of advertising industry Advertisers 9advertising and promotion agencies 9external facilitators 9media organizations 9target audience


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