tailieunhanh - Basic Marketing: A Global−Managerial Approach Chapter 16

Chapter 16. Advertising and Sales Promotion. When You Finish This Chapter, You Should: 1. Understand why a marketing manager sets specific objectives to guide the advertising effort. 2. Understand when the various kinds of advertising are needed. | 16. Advertising and Sales I Text Promotion Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e The McGraw-Hill Companies 2002 When You Finish This Chapter You Should 1. Understand why a marketing manager sets specific objectives to guide the advertising effort. Chapter Sixteen 2. Understand when the various kinds of advertising are needed. Advertising and Sales Promotion 3. Understand how to choose the best medium. 4. Understand the main ways that advertising on the Internet differs from advertising in other media. 5. Understand how to plan the best mes-sage that is the copy thrust. 6. Understand what advertising agencies do and how they are paid. Over the years Frito-Lay brands like Doritos Fritos and Lay s had captured half of all snack sales. However low-priced dealer brands were stealing market share. Worse the bulging growth from snacks was tapering off. Aging consumers were cutting back on fat and snacks in their diet. So Rebecca Johnson product man ager for Lay s Potato Chips had to figure out how to fend off the price cutters and attract new snackers. The main weapon in her battle was a line of low-fat products that were in product development. Baked Lay s a low-fat potato crisp had great potential. They had only about 15 percent of the fat in regular Lay s Potato Chips and fewer calories. They had also fared well in consumer taste tests. 9. Know the advantages and limitations of different types of sales promotion. 7. Understand how to advertise legally. 8. Understand the importance and nature of sales promotion. 10. Understand the important new terms shown in red . cost to produce them. Further because of FTC rules Baked Lay s could not be called potato chips. Chips are slices from potatoes but Baked lenges. The retail price of Baked Lay s would be about one-third more than regular chips. That was the difference in the Consumers simply wouldn t compromise on good taste. There were still some chal- place promotion price produc .