Putting it all together

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Putting it all together

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

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