Chapter 16 and 17
Chapter 16 and 17 ADV 3008
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This 4 page Class Notes was uploaded by maditaylor7 on Monday March 28, 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 28 views. For similar materials see Principles of Advertising in Advertising at Florida State University.
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Date Created: 03/28/16
Principles of Advertising Chapter 16 and Chapter 17 Notes from 3/24/16 Integrated Marketing Communication (IMC): a management concept designed to make all aspects of marketing communication work together as a unified force Promotion: a direct inducement which offers an extra value or incentive for the product to the sales force, distrubtors Advertising vs Promotion: designed over time to create an image for a brand/product, relies heavily on emotional appeals, long term approach— contributes moderately to long term profitability, advertising doesn’t not make an tangible change to the product Coordinating Promotions o Awareness of brand name and benefits should exist prior to a promotion (advertising before promotion) o the two tools should speak with one voice Behavioral Learning o future behavior is determined by reinforcement accompanying past behavior o promotional tool act as reinforcers along with product performance to inquire the probability of repeat purchase no matter the promotion is the product sucks people won’t buy it Shaping: the process of learning a complex behavior by learning a series of successive approximations of the final behavior o errors in implementation improper fading of incentives (not enough promotions) overusing of promotional incentives (too many promotions) PriceOriented Promotional Tools: o Samples product is given to the consumer for free Its convenient eliminates financial risk o Sampling is only effective sometimes if you have a product that is superior, give it away! sample away if the product comes in limited varieties purchase cycle is short good for when we have to change attitudes or behaviors o Coupons certificated presented to a dealer that give the bearer a stated savings on the purchase of a particular product usually for people that already use that product helps to retain current users encourages brand switching also builds inhome inventory (amount of the product the user currently has at home) you have to buy more of the product to qualify for coupon if you have a lot more of a product you won’t have to buy it again for a longer period of time, lessens brand switching o Money Refunds partial refund given to consumer prior to product purchase mails in proof of purchase refund received later usually higher prices products Redemption Problems delay of reinforcement: consumer wants it and wants it now effort is required from consumer Added Value Sales Promotion o Added Value Promotion products sold at full price consumers get more for their money but doesn’t reduce price/value ratio Premium: promotion where an extra item if offered at a low price/free as an extra incentive to purchase doesn’t cheaper value of brand Objectives of premiums: encourage brand switching, gets you to trade up to larger size/more expensive product etc, repeat purchases, long term message (using the brand logo on the free item, etc) Methods of Premium Distribution: in package, in store, package itself (souvenir glass), mail, online credits or gift cards