MGT 3300 Chapter Notes - Chapter 15: Advertising, Delta Air Lines, Web Banner
Document Summary
Chapter 15 advertising, publicity, and sales promotion. Advertising allowances price reductions to firms further along in the channel encourage them to advertise or otherwise promote the products locally. Firms should work closely with other channel members to coordinate advertising efforts to get the best results. Cooperative advertising involves producers sharing in the cost of ads with wholesalers or retailers. Helps the intermediaries compete in their local market. Also helps the producer get more promotion for its advertising dollars because media usually give local advertisers lower rates than national or international firms. Product advertising tries to sell a product. Focus on getting consumers to know, like, and remember something. Institutional advertising promotes an organization"s image, reputation, or ideas. Pioneering advertising tries to develop primary demand for a product category rather than a specific product rather than demand for a specific brand. Usually done in the early stages of the product life cycle.
