Advertising As Information[1]
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1. Advertising provides information to consumers about products in order to increase sales and profits for producers. 2. The type of information and amount of consumer power depends on whether the product has search qualities, which can be determined before purchase, or experience qualities, which can only be determined after purchase. 3. Advertising increases brand awareness and the probability a consumer will purchase a brand, with brands that provide more utility having more incentive to advertise more.
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Promotion is one of the four elements of marketing mix and includes advertising, sales promotions, public relations, and personal selling. The promotional mix specifies how much attention and budget to allocate to each of these elements. The objectives of a promotional plan can include increasing sales, creating brand equity, or achieving competitive advantage. Sales promotions specifically aim to boost short-term sales and are often consumer-focused, like coupons or discounts. Factors like the product, marketing strategy, and buyer readiness influence how companies structure their promotional mix.
Group-10207.-Fora-Paper-Presentation.pptx
1) The study assessed the level of sales promotional tools and consumer buying behavior among consumers in Tagum City. It found that consumers had a very high preference for products with discounts, buy one get one free deals, coupons, and sampling.
2) The study also found that consumers in Tagum City exhibited very high brand loyalty and were convinced by brands that had established a strong image.
3) The results showed a significant relationship between sales promotional tools and consumer buying behavior, indicating that promotional tools influenced consumers' purchasing decisions.
Economic social_ethical_aspects-classppt
Advertising plays important economic, ethical, and social roles. Economically, it makes consumers aware of products, provides purchase information, and encourages consumption. It differentiates products, builds brand loyalty, and supports media and employment, though it can increase costs. Socially, advertising must follow social norms and risks deception, manipulation, and offending tastes. Ethically, truth and avoiding harm to children are key concerns. Regulators seek fair practices through standards and guidelines.
Mgt170
This document discusses managing advertising, sales promotion, public relations, and direct marketing. It provides details on developing an advertising program, including setting objectives, deciding the budget, and choosing messages. Advertising objectives can be informative, persuasive, reminder, or reinforcement. Budget considerations include product lifecycle, market share, competition, and substitutability. Effective messages are generated, evaluated, executed, and reviewed for social responsibility. Media selection depends on reach, frequency, impact, and cost. Sales promotion tools include consumer incentives, trade deals, and business promotions. Developing a promotion program requires determining objectives, tools, timing, budget, and evaluation.
Comparative advertising project
Comparative advertising directly compares a brand to its competitors by highlighting objectively measurable attributes or price. It aims to claim the sponsor brand's superiority. While it can provide consumer benefits like education and forcing quality improvements, it also carries risks like boomerang effects, confusion, and decreased credibility if overused. Laws regulate comparative advertising to prevent deception, protect consumer rights, and restrict unfair attacks on competitors. Overall it is seen as an acceptable promotional technique if used properly and within legal bounds.
3.01 PowerPoint
The document outlines several marketing concepts including the seven functions of marketing, importance of marketing research, factors that influence product pricing, channels of distribution, and types of promotion. Specifically, it discusses how marketing research is used to create and improve products by defining problems, studying customer needs, gathering data, and proposing solutions. It also categorizes the main channels of distribution as direct between producer and consumer or indirect using intermediaries, and identifies the major types of promotion as personalized, mass advertising, publicity, public relations, and sales promotion.
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
ABOUT THE TOPIC
MARKETING MIX AND PROMOTIONS
PROMOTION – One of the important element
SALES PROMOTION
WHY MARKETERS USE
Advertising
This document outlines the aims and objectives of a chapter on advertising. It aims to provide an understanding of key concepts related to advertising including the description and definition of advertising, social benefits and costs, the relationship between advertising and quality, market structure, oligopoly behavior, barriers to entry, and strategic advantages of heavily advertised brands. It includes definitions and discussions of these topics with examples to illustrate key points.
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Dissertation ppt on ROLE OF SALES PROMOTION IN FMCG
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George Stigler analyzes the economics of information and the nature of search in markets. He argues that buyers must canvass multiple sellers to find the best price as there is often price dispersion between sellers, even for homogeneous goods. The cost of this search is proportional to the number of sellers identified. Sellers also face costs to search for buyers. Advertising helps reduce search costs by allowing buyers and sellers to more easily find each other. The degree of price dispersion and amount of search is determined by factors like the nature of the good, changes in prices and demand over time, and the size of the market. Advertising is a tool to eliminate ignorance in the market by informing potential buyers of seller identities and prices.
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Advertising As Information[1]
- 1. ADVERTISING AS INFORMATION PHILLIP NELSON JOURNAL OF POLITICAL ECONOMY, 1974 VASUTA KALRA 58 A, PGP1