MKG 300 Chapter Notes - Chapter 15: Mentos, Procter & Gamble, Search Engine Optimization
13 Sep 2016
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Advertising, publicity, sales promotion, and marketing strategy planning. The basic strategy planning decisions for advertising, publicity, and sales promotion are the same. 1946, advertising spending was more than billion. Advertising in the us accounts for about 35% of worldwide ad spending. China is getting a great deal of attention. It will soon be the world"s second-largest advertising market. Us corporations spend an average of about 2. 5% of their sales dollars on advertising. Producers of consumer products generally spend larger percent than firms that produce business products on advertising. The percent is smaller for retailers and wholesalers than for producers. Advertising objectives usually start with the marketing manager. The type of advertising that achieves objectives for one stage of the adoption process may be off target for another. Advertising allowances are price reductions to firms further along in the channel. Cooperative advertising involves producers sharing in the cost of ads with wholesalers or retailers.
