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Putting it all together

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  • 1. Putting It All Together: An Overview of Consumer and Retailer Decisions Chip Besio Cox School of Business Southern Methodist University
  • 2. Consumer Purchases Over Time Awareness Trial Repeat Advertising Couponing Trial Size + + + … - % % # +
  • 3. Consumer Purchases Over Time Advertising
    • The positive relationships between advertising and awareness / repeat purchase are enhanced by:
      • Targeting
      • Quality
        • Agency (more $)
        • Message
        • Benefits
    Awareness Trial Repeat Advertising + + … - % % #
  • 4. Consumer Purchases Over Time Couponing
    • The positive relationships between couponing and trial / repeat purchase are affected by:
      • Trial
        • % already tried
        • Incentive (More $)
      • Repeat
        • Beliefs
        • Incentive (More $)
        • Current prices
    Awareness Trial Repeat Couponing + % % # +
  • 5. Relationships with Retailers Shelf Space Retail Price Discounts Coop Advertising Coop Ad Promotion Allowance + Display Point of Purchase + + + + + +
  • 6. Relationships with Retailers Promotion Allowance
    • Promotion Allowances…
      • Cost more than other tools (  )
      • Lower avg. retail price (  /  )
      • Require performance (  )
      • May enhance Coop Ad & POP
    Shelf Space Retail Price Discounts Coop Advertising Promotion Allowance + Display + + +
  • 7. Relationships with Retailers Cooperative Advertising
    • Cooperative Advertising…
      • Requires retailer participation (how much?)
      • Enhances impact of retail price discounts (  )
    Shelf Space Retail Price Discounts Coop Advertising Coop Ad Display + +
  • 8. Relationships with Retailers Display
    • In-store displays…
      • Require retailer participation in POP (how much?)
      • Enhance impact of retail price discounts (  )
    Shelf Space Retail Price Discounts Coop Advertising Display Point of Purchase +

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