ADMS 2200 Lecture Notes - Lecture 11: Yoplait, Sales Promotion, Direct Marketing

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: N A

Document Summary

Tv commercial pro: show brand/product; con: no info on features. Any paid form of non-personal presentation and promotion of ideas or goods. Personal selling: responsible for getting retailers to stock. Message, encoding by sender, channel, decoding by receivers, response, feedback. Eg. last year we spent , 500 on promotion and had sales of ,000. Next year we expect sales to grow to , 000, and we are allocating ,000 for promotion (2. 5%). Eg. our forecast calls for sales of 1400 units, and we allocate promotion at the rate of. Eg. comparison: burger king"s burgers are flame-broiled while mcdonald"s are fried. New generation of product, mature stage, with new tv commercial. Will only find it funny at the first time. Work in markets of high brand (product much better than comeptitiros)dissimilarity not in markets of high brand similarity. Build short term volume that is not maintained (business fluctuates) Advertising builds brand loyalty while promotion weakens it.