Advertising Intensity In Consumer Goods Marketing
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Advertising Intensity In Consumer Goods Marketing
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Author : Paul Farris
language : en
Publisher:
Release Date : 1976
Advertising Intensity In Consumer Goods Marketing written by Paul Farris and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1976 with Advertising categories.
From the Abstract: The goal of this thesis is to provide insight into the reasons some consumer goods businesses advertise their products more intensely than do others. More specifically, the aim is to identify those factors which account for the variations in advertising/sales ratios with respect to many different variables as opposed to using only a few different expanatory factors ... The final chapters discuss three major areas for extending and applying the results. These areas are 1) managerial decisions about advertising budgets, 2) market and consumer research into the effects and effectiveness of advertising expenditures, and finally, 3) public policy questions about excessive rates of advertising.
Advertising Intensity In Consumer Goods Marketing
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Author : Paul William Farris
language : en
Publisher:
Release Date : 1900
Advertising Intensity In Consumer Goods Marketing written by Paul William Farris and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1900 with categories.
Advertising Intensity In Consumer Goods Marketing
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Author : Paul W. Farris
language : en
Publisher:
Release Date : 1978
Advertising Intensity In Consumer Goods Marketing written by Paul W. Farris and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1978 with Advertising categories.
Advertising Intensity In Consumer Goods Businesses
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Author : Paul Farris
language : en
Publisher:
Release Date : 1978
Advertising Intensity In Consumer Goods Businesses written by Paul Farris and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1978 with Advertising categories.
Advertising Intensity And Market Structure In Consumer Goods Industries
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Author : Brian Charles Brush
language : en
Publisher:
Release Date : 1973
Advertising Intensity And Market Structure In Consumer Goods Industries written by Brian Charles Brush and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1973 with Advertising categories.
Marketing Channel Strategy For Consumer Goods
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Author : Sandra Burgemeister
language : en
Publisher: GRIN Verlag
Release Date : 2003-02-05
Marketing Channel Strategy For Consumer Goods written by Sandra Burgemeister and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-02-05 with Business & Economics categories.
Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 95%, Swinburne University of Technology, Melbourne (MBA Programm), course: Strategic Marketing, language: English, abstract: This report is initiated to discuss the various marketing channel strategies for consumer goods. The generic term goods refers to products as well as services. The paper is divided into part A and part B. Part A explains and discusses the general meaning of key concepts of marketing channel selection, and thus builds the foundation for part B. Part B applies the theoretical concepts to a real life company, Omkafe, and its international marketing channel selection process. The reason for choosing Omkafe, a small sized company based in Italy known for its outstanding coffee, is to demonstrate the differences in distribution patterns among countries and how the rise of the Internet and eBusiness has influenced even small companies like Omkafe. Part A concludes that a company can gain a competitive edge in deciding on an effective distributor or agent. Since there is no one right answer on how to effectively manage the flow from the manufacturer through the distribution channel to the ultimate customer, each company has to make its own decision based on its unique market, producer and product factors. Part B then enforces this conclusion, and also emphasizes the fact that even within a company, different marketing channel selections for different market targets are appropriate and necessary.
When Ads Work
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Author : John Philip Jones
language : en
Publisher: M.E. Sharpe
Release Date : 2006-10-12
When Ads Work written by John Philip Jones and has been published by M.E. Sharpe this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-10-12 with Business & Economics categories.
The accepted wisdom in advertising is that ad campaigns are good for building brand recognition and good will, but not for immediate sales impact. When Ads Work argues the opposite--that well-planned and well-executed advertising campaigns can and should have an immediate impact on sales. Featuring numerous examples from recent ad campaigns, the new edition of this popular book is a model for any successful advertising research program. With a device he calls STAS (Short Term Advertising Strength)--a measure of the immediate effect of advertising on sales--the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. When Ads Work offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
Industrial Economics The Advertising Debate
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Author : Andreas Lorek
language : en
Publisher: GRIN Verlag
Release Date : 2004-01-20
Industrial Economics The Advertising Debate written by Andreas Lorek and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-01-20 with Business & Economics categories.
Seminar paper from the year 2002 in the subject Economics - Industrial Economics, grade: 8/10, Hogeschool Zeeland (Commercial Economics), course: Industrial Economics, language: English, abstract: “Always Coca-Cola” who does not know this catch phrase? Advertising largely influences the consumer behaviour. The aim of advertising is to push the consumer to buy and for companies it is a good way to increase their benefits and to have a well-known brand name. The advertising debate deals with the way of seeing advertising: as a mean of persuasion or as a mean of information? At first, we would analyse the meaning of advertising within the advertising debate part. Moreover, we will focus on the French and German advertising market. At last, we would compare, the different ways of Advertising in France and Germany of the product Danone Actimel. I.1. What is Advertising? There are different views: for some economists, it is a waste of money, for others, it is really important for the market economy. Advertising is useful when the potential market is important. There are different kinds of advertising: [...] The three goals of advertising are: - to introduce a product on the market, - to compare a product with another by highlighting this one, - to inform the consumers. Advertising is not the only way to promote a product; there are also other means as employing more salesmen, improving the packaging, extending the wholesale and increasing the margins. If you look at the table below, you can see that USA and UK are spending much more money on advertising than the other countries. [...]
Determinants Of Advertising Intensity
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Author : Paul W. Farris
language : en
Publisher:
Release Date : 1977
Determinants Of Advertising Intensity written by Paul W. Farris and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1977 with Administración de mercadeo categories.
Consumer Behaviour And Advertising Management
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Author : Conner Acevedo
language : en
Publisher: Scientific e-Resources
Release Date : 2018-01-11
Consumer Behaviour And Advertising Management written by Conner Acevedo and has been published by Scientific e-Resources this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-11 with categories.
This book is designed to familiarise readers with a wide range of managerial issues faced by modern advertising strategies in planning, implementing, and controlling the advertising efforts of various enterprises. It contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advertisement. The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized the benefits of advertising and have joined the research agenda developed by researchers in marketing and other business fields. Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them. Marketers need to understand the buying behaviour of consumers while designing their advertisements for the desired impact. Advertisements play an essential role in creating an image of a product in the minds of consumers. Advertisements must be catchy and communicate relevant information to consumers. Understanding the needs of the consumer is really important when it comes to creating the right advertisement for the right audience. Remember it is only through advertisements; individuals are able to connect with your brand. This book provides an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral and even reptilian aspects of the human condition in the marketplace. Thus the material presented here would be of interest as well as of great use to the students, teachers and professionals in the field.