MarketingManagement.pdf

■ Rogaine Testimonial advertising is used by Rogaine extra-strength for men, which promises to grow back an average of 45 percen ...

Theme Creative Copy 7-Up is not a cola. “The Un-Cola.” Let us drive you in our bus instead “Take the bus, and leave the of drivi ...

ing ad will be noted by less than 50 percent of the exposed audience. About 30 per- cent of the exposed audience might recall th ...

meet its ethical standards while ensuring financially sound investments. Eth- ical Funds has grown from $100 million in assets t ...

pact. The media planner recognizes important trade-offs among reach, frequency, and impact. Suppose the planner has an advertisi ...

Media planners make their choice among media categories by considering the fol- lowing variables: ■ Target-audience media habits ...

Another reason for review is the continuous emergence of new media, such as ad- vertorials and infomercials. Advertorials are pr ...

faxes the information to them within 5 minutes. Customers can access the infor- mation 24 hours a day, 7 days a week. The servic ...

DECIDING ON MEDIA TIMING In choosing media, the advertiser faces a macroscheduling problem and a micro- scheduling problem. The ...

brand, while not hurting seasonal consumption. Other soft-drink manufac- turers started to do the same, with the net result that ...

tinuous the advertising should be. The forgetting rateis the rate at which the buyer forgets the brand; the higher the forgettin ...

■ Pizza Hut Pizza Hut levies a 4 percent advertising fee on its franchisees. It spends half of its budget on national media and ...

blood pressure, pupil dilation, perspiration—to an ad. These tests measure attention- getting power but reveal nothing about imp ...

products and a 1.5–2.0 to 1.0 ratio for new products.^36 Using this information, sup- pose we observed the following data for th ...

conducted tracking studies in the United Kingdom for many years to provide infor- mation to help advertisers decide whether thei ...

accepted by top management as an effective sales tool; more product managers are qualified to use sales-promotion tools; and pro ...

new color TV set. At other times, it would offer a free watch, or calculator or ra- dio, along with the purchase of a new TV set ...

off-season buying, encouraging stocking of related items, offsetting competitive pro- motions, building brand loyalty, and gaini ...

601 Major Consumer-Promotion Tools TABLE 5.9 Samples: ...

products on the shelf unless they receive more trade-promotion money, whereas the brand managers want to spend the limited funds ...