BUAD471 Study Guide - Midterm Guide: Account Executive, Subculture, Compensation Methods
31 Jan 2017
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Buad 471 exam #1 study guide: the promotional mix: advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations. Helps develop/sustain brand identity/equity (brands try to stay relevant & interesting) Recognizes the need for companies to connect with consumers based on trust, transparency, and authenticity. Avoids duplication & takes advantage of synergy among promotional tools: synergy: combining different forms of promotion with the same tactics making things easily recognizable; ex: Tony the tiger image on box & on tv. Helps get companies get on the map (brand identity) Creates exposure to large # of people cost- effective. Example: lexus using relentless to appear to have a higher image. National advertising: done on nationwide basis or in most regions of country. Retail/local advertising: encourage consumers to shop @ specific store, use a local service, or patronize a particular establishment. Companies must decide whether or not to advertise nationally or locally: example: promote 4-wheel drive in.
