RSM100Y1 Chapter Notes - Chapter 13: Integrated Marketing Communications, Financial Statement, Rush Hour
14 Apr 2016
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Chapter 13: promotion and pricing strategies: promotional strategies: marketers must decide how to structure their promotional materials. This is influenced by the type of demand they want to create: primary demand: consumer demand for a particular product or product category. The objective of this type of promotion is to stimulate sales for an entire industry, so that all firms within that industry benefit: institutional advertising: messages that promote concepts, ideas or philosophies. Cause advertising: promoting a specific viewpoint on a public issue as a way to influence public opinion and the political process. o. Selective demand: in contrast to primary demand, selective demand stimulates consumer interest in one particular brand. product advertising: Comparative ads; comparing products directly to their competitors: highlighting product value through warranties and guaranteeso. 58% of americans still have a cable subscription. Promotions: premiums: items given away for free or at a reduced price when another product is purchased.
