Promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel. Children’s toys Ford Australia only produces a car when one is ordered by a customer; Dell did the same thing

Promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel. Children’s toys Ford Australia only produces a car when one is ordered by a customer; Dell did the same thing
Measurement of Advertising:
The percentage of consumers in the target audience exposed to a particular advertisement in a stated period (once)TYPE THE ANSWER

  • Coordination of promotion and marketing efforts for maximum impact.• Consistent – Consistent message to customers
    • Coordinated – Coordinate/manage promotional efforts to be logically connected
    • Complementary – Synchronization to create a greater overall campaign
    • Continuity – Use more precisely targeted promotional tools over time
    • Examples: Snickers – “You’re not you when you’re hungry” increases sales, YouTube searches, and unpaid media impressions. Targeting guys with diet drinks – make the can manly with colors and design, don’t use the word diet, sponsor NASCAR and Game DayTYPE THE ANSWER
  • communication efforts used to create and maintain favorable relations between an organization and its stakeholders. (company IS behind the message)
    Starbucks, Palm, Botox, and Segway were successfully launched this way
    Segway was introduced with no advertising but generates 758 million impressions through publicity
    Rockport launched the idea of fitness walking as a PR initiative and doubled its sales
    Tinderdoption: adopt animals through an app, cat caféTYPE THE ANSWER

 

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