Do not be fooled into thinking that advertising is all powerful. Since every human action is governed by some sort of psychological program, advertising almost always has to interrupt one in order to be effective. […]
Class notes for Intro to Marketing: Copywriting, Irony, Paraellelism, and Reversal. Examples from assigned reading. George Felton, Advertising Concept and Copy. […]
Having a great product at the right price in the right store at the right time means nothing if nobody knows it’s there. Communicating the features, benefits, and price of the product and informing the target market where to find it often falls to advertising. Advertising messages typically support the theme of the product / […]
The conventional theory Initial Satisfaction => Advertising => Desire to fill latent or unmet needs => Purchase => Greater Satisfaction Advertising is paid non-personal communication that promotes a product, person, service, organization, or idea. Messages are generally created for large audiences, and conveyed through Mass Media. Advertising generally falls into 2 classifications Product Product advertising […]
Promotions are not a “retail only” endeavor. Many promotional methods coincide with national advertising campaigns. This generates support and enhances the effectiveness of these campaigns. There are 3 common promotional methods Trade Allowances Trade allowances push products down the distribution channel by providing discounts or other reimbursements to retailers that promote certain items. For example, […]
Six common steps Identify Target Market All marketing / advertising should be market driven. Define Objectives Most creative decisions will be based on the objectives. Knowing what needs to be accomplished is crucial in determining execution. Determine a budget Spend too little, the campaign will fail. Spend too much, and the money is wasted. Select […]
Having a great product at the right price in the right store at the right time means nothing if nobody knows it’s there. Communicating the features and benefits of the product and informing the target market where to find it falls to the promotion element of the marketing mix. Promotional messages should support the theme […]
Retail sales require a lot more “theater” than wholesale. A focused marketing attitude and an appealing environment are required. To this end, there are 5 considerations Merchandise The types and variety of products / services offered is a key element in how your store is perceived by the consumer. For example, bigger stores such as […]
A solid distribution strategy can improve service, enhance a company’s reputation, and increase their market share. To this end, a good distribution strategy tries to do 3 things Meet Customer demands Building a quality product with lots of cool features that is sold at a low price means nothing if that item is unavailable when […]
The effectiveness of any marketing/distribution channel depends on the success of the intermediaries. Selecting these intermediaries is often the result of a 4-step process. Create Partner Criteria An intermediary must compliment a manufacturer’s goals, objectives, and strategies. For example, to maintain their prestige status, Ferrari may demand that potential dealerships meet eligibility requirements including minimum […]
