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ID:7284339
大小:508.73 KB
页数:84页
时间:2018-02-10
《how to choose advertising and promotion strategies》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、PartVIIHowtoChooseAdvertisingandPromotionStrategiesThispageintentionallyleftblank12CoordinatingAdvertisingStrategy,Branding,andPositioningThispartfocusesonadvertisingandpromotion.Inthischapter,wediscusshowthefirmshouldcoordinateitsadvertisingmessage,branding,andprod-uctpositioningstrategies.Ino
2、urdiscussionwewilldistinguishbetweentheshortandlongrun,single-productandmultiproductfirms,andestablishedandnewproducts.Wewillalsoexaminewhichstrategiesareappropriateformarketleadersandforbrandswithlowmarketshares.Finally,thecon-ceptsinthischapterprovidethebackgroundthatisnecessarytounderstandho
3、wthemarketing-financeinterfacecanbeusedtomeasurethevalueofthefirm’sbrandequity(chapter19).Inthenextchapter(chapter13)wewillfocusonhowthefirmshoulddetermineitsadvertisingbudget.Inchapter14wewillexaminehowthefirmshouldchooseamediaplanandhowitshouldmeasureadvertisingproductivity.Theinformationcovered
4、inthischapterwillbeusefulwhenyouarefacedwiththefollowingtypesofdecisions:•Whatisproductpositioning?•Shouldmyfirm’sadvertisingmessagefocusonproductfeaturesoronproductbenefits?•Shouldmyfirmusedifferentmessagestrategiesacrossdifferentmedia?•Whatmessagestrategyshouldmyfirmuseifitisamarketleaderorasmallp
5、layerinthemarket?237238HOWTOCHOOSEADVERTISINGANDPROMOTIONSTRATEGIES•Howshouldmyfirmmeasuretheeffectivenessofitsadvertisingmessage?•Whatmessagestrategiesshouldmyfirmuseforitsexistingproducts?Andhowcanmyfirmcoordinatetheadvertisingmessageandproductpositioningstrategiesforitsexistingproducts?•Whatadv
6、ertisingmessagepolicyshouldmyfirmuseifitintroducesarebrandingstrategy?•Whatadvertisingmessagestrategyshouldmyfirmuseifitintroducesnewproducts?•Whatmessagestrategyshouldmyfirmuseifitsellsmultipleproducts?•Howcanmyfirmdeterminehowthemessageandproductpositioningstrategiesforanewproductcannibalizeitse
7、xistingproductsandaffectthesalesofcompetingbrands?•Howshouldmyfirmcoordinateitsproductpositioningandmessagestrategiesfornewproductsintheshortandlongruns?•Howshouldmyfirmcoordinateitsadvertisingmessagestrategywithothermarketingdecisionvaria
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