1. marketing GREWAL / LEVY M 17 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin BW_using_brand_history384K_Stream.wmv

2. Steps in Planning an Ad Campaign 17-2 Pull strategy Push strategy

3. Advertising Objectives InformPersuadeRemind 17-3

4. Informative Advertising Communicates to create and build brand awareness Retailers aim to push the consumer through the buying cycle to final purchase Often used to inform customers about upcoming sales events or arrival of new merchandise 17-4 Clip 20, Ford Fiesta

5. Persuasive Advertising Generally occurs in the growth and early maturity stages of the Product Life Cycle when competition is most intense May be used to reposition an established brand in the later stage of the Product Life Cycle 17-5

6. Reminder Advertising Communication used to remind or prompt repurchases Occurs after the products have gained market acceptance 17-6

7. Product-focused advertisements Product-focused advertisements Institutional advertisements Institutional advertisements Focus of Advertisements 17-7

8. Primary vs. Selective Demand 17-8

9. Choosing the Right Medium 17-9 Google # 18

10. Determine the Advertising Schedule Continuous Pulsing Flighting 17-10

11. Types of Sales Promotion 17-11

12. Global Markets -- Sales Call Cultural Issues

13. Assessing Global Markets 7-13 The greater the wealth of people in a country, generally, the better the opportunity a firm will have in that particular country The basic facilities, services, and installations needed for a community to function Cultural or the shared meanings, beliefs, morals, values, and customs Government actions and actions of nongovernmental political groups influence laws and regulations

14. Breathe Right Global

15. Choosing a Global Entry Strategy 7-15 Producing goods in one country and selling them in another A contractual agreement that allows the franchisee to operate a business using a name and format developed and supported by the franchisor A collaborative relationship between independent firms though the partnering firms that do not invest in one another A firm entering a new market pools its resources with those of a local firm to form a new company in which ownership, control, and profits are shared When a firm maintains 100 percent ownership of its plants, operation facilities, and offices in a foreign country often through the formation of wholly owned subsidiaries

16. The Global Marketing Mix: Product or Service Strategies 7-16 Sell a product or service similar to that sold in home country but include minor adaptations Sell the same product or service in both the home country market and host country Sell totally new products or services