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Where millions were watching these games, the business had substantial advertising and promotions of the company's brands.
Advantages:
? Advertiser controls the message
? Cost effective way to communicate with large audiences
? Effective way to create brand images and symbolic appeals
? Often can be effective to strike effective chord with customers
Disadvantages:
? High cost of producing and running ads
? Credibility problems and consumer scepticism
? Clutter
? Difficulty in determining effectiveness
Advertising to consumer markets
- National Advertising
- Retail/Local Advertising
- Advertising to increase demand
- primary demand for the product
- selective demand for a specific brand
Business & Professional Advertising:
- Business to Business Advertising
- Professional Advertising
- Trade Advertising
Direct Marketing
A system of Marketing by which organizations communicate directly with targeted customers to generate a response and/or a transaction...
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This promotion encourages consumers to send in videos of what they see as the essence of Coca-cola to be judged by professional movie producers. Coca-cola has made use of the internet for short promotions such as the World Cup in 2006 and this new campaign the “Coca-cola Show.â€
Sales Promotions Use:
- Introduce New Products
- Get existing customers to buy more
- Attract new customers
- Combat competition
- Maintain sales in off-season
- Increase retail inventories
- Tie in advertising & personal selling
- Enhance personal selling efforts
Coca-Cola uses the pull strategy in their promotion...
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