tailieunhanh - Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 2

Một thời gian • đặc biệt để • sản phẩm • các bộ phận thay thế • sản phẩm dịch vụ • bán hàng xử lý • trực tiếp vào sản xuất • Backlogged • Shipped từ hàng tồn kho • tiêu chuẩn thanh toán • tiền mặt bán hàng (ví dụ, bán số tiền ít hơn so với chi phí chế biến và bán hàng khác bằng tiền mặt) • | Advertising 5 Advertisement Message Test 1. What is the main message you get from this ad 2. What do you think the advertiser wants you to know believe or do 3. How likely is it that this ad will influence you to undertake the implied action 4. What works well in the ad and what works poorly 5. How does the ad make you feel 6. Where is the best place to reach you with this message where would you be most likely to notice it and pay attention to it vertising and advertising now popping up in skyscraper elevators and bathrooms. Media selection is becoming a major challenge. A company works with the media department of the ad agency to define how much reach frequency and impact the ad campaign should achieve. Suppose you want your advertising campaign to deliver at least one exposure to 60 percent of the target market consisting of 1 000 000 people. This is 600 000 exposures. But you want the average person to see your ad three times during the campaign. That is 1 800 000 exposures. But it might take six exposures for the average person to notice your ad three times. Thus you need 3 600 000 exposures. And suppose you want to use a high-impact media vehicle costing 20 per 1 000 exposures. Then the campaign should cost 72 000 20 X 3 600 000 1 000 . Notice that your company could use the same budget to reach more people with less frequency or to reach more people with lower-impact media vehicles. There are trade-offs among reach frequency and impact. 6 Marketing Insights from A to Z Next is money. The ad budget is arrived at by pricing the reach frequency and impact decisions. This budget must take into account that the company has to pay for ad production and other costs. A welcome trend would be that advertisers pay advertising agencies on a pay-for-performance basis. This would be reasonable because the agencies claim that their creative ad campaigns will increase the companies sales. So pay the agency an 18 percent commission if sales increase a normal 15 percent .