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Quantitative Marketing (Subject) / 7. Advertising & Communication Decision (Lesson)
Advertising Effects: Response, Media, Copy
Advertising Budget Decisions
(Media Decisions, Advertising Design)
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- Communication Mix Advertising: paid form of non-personal presentation Direct marketing: use of non-personal contact tools to communicate Sales promotion: short-term incentives to encourage people to purchase Public relations and publicity: program designed to promote product or image Personal selling: face-to-face interaction with prospective purchasers
- Components of sales response to advertising Shape: level of sales at level of advertising Dynamics: speed of sales increase with advertising Interaction: interplay between advertising and other marketing mix - elements (price, distribution,..)
- Advertising Budget Decisions (5) Affordable method: what company can afford Percent-of-sales method: percentage of sales or sales price Competitive-parity method: match competitor's outlay Objective/task method: define advertising objectives, resulting tasks to achieve objectives and costs of performing these tasks Model-based method: response model (>ADBUG)