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marketingGREWAL / LEVYM 17
ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
BW_using_brand_history384K_Stream.wmv
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Steps in Planning an Ad Campaign
17-2
Pull strategyPull strategy Push strategyPush strategy
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Advertising Objectives
17-3
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Informative Advertising
• Communicates to create and build brand awareness
• Retailers aim to push the consumer through the buying cycle to final purchase
• Often used to inform customers about upcoming sales events or arrival of new merchandise
17-4Clip 20, Ford Fiesta
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Persuasive Advertising
• Generally occurs in the growth and early maturity stages of the Product Life Cycle when competition is most intense
• May be used to reposition an established brand in the later stage of the Product Life Cycle
17-5
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Reminder Advertising
• Communication used to remind or prompt repurchases
• Occurs after the products have gained market acceptance
17-6
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Product-focused advertisementsProduct-focused advertisements
Institutional advertisements
Institutional advertisements
Focus of Advertisements
17-7
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Prim
ary
vs. S
elec
tive
Dem
and
17-8
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Choo
sing
the
Righ
t Med
ium
17-9Google # 18
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Determine the Advertising Schedule
17-10
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Type
s of
Sal
es P
rom
otion
17-11
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Global Markets -- Sales Call Cultural Issues
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Assessing Global Markets
7-13
The greater the wealth of people in a country, generally, the better the
opportunity a firm will have in that particular country
The basic facilities, services, and installations needed for a community to
function
Cultural or the shared meanings, beliefs, morals, values, and customs
Government actions and actions of nongovernmental political groups influence laws and regulations
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Breathe Right Global
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Choosing a Global Entry Strategy
7-15
Producing goods in
one country
and selling them in another
A contractual agreement that
allows the franchisee to
operate a business using a name and format developed and supported by
the franchisor
A collaborative relationship
between independent firms though the partnering firms that do not invest in one another
A firm entering a new market pools its resources
with those of a local firm to form a new company in
which ownership, control, and profits are shared
When a firm maintains 100 percent ownership of its plants, operation facilities, and offices in a foreign country often through the formation of
wholly owned subsidiaries
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The Global Marketing Mix: Product or Service Strategies
7-16