Country Notebook

1324 Words Jun 22nd, 2013 6 Pages
Doris Chow
Part IV: Sections 1(D) & (E)
Promotion Mix (D) **You will need to delete in RED as it helps you piece it together as whole Brazil boasts having a reputation of fabricating some of the world’s most creative advertising especially when it is entertaining which includes familiar venues like the United States but in addition evening soap operas known as telenovelas and sporting events are popular and coveted advertising space (O’Barr, 2008). Since the average Brazilian tends to watch an average of five hours of television per day, television comprises of 59% of the media mix and the Brazilians are overtly loyal to their evening news and telenovelas so to center their time around those events (Millwardbrown, n.d). Other
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Costs and premiums vary depending on the product and strategy but there are three types of ad agencies in Brazil which include multi-national agencies that also service local accounts as well, smaller home-grown agencies that service primarily local clients and a small number of “extraordinary successful Brazilian agencies that grew up in the last two decades and enjoy distinction as some of the world’s most creative” (O’Barr, 2008). Personal selling is usually preferred when there is an expensive higher end product that would be best sold on a one on one personalized contact but is often costly to train the salesperson. According to Onkvisit and Shaw (2009), personal selling is often taught in trade or vocational schools and is not seen as a prestigious occupation and in Brazil, salespeople are not trained well in comparison to U.S. standards. Door to door selling is allowed in Brazil like in the U.S but for it to be successful, requires support in terms of training and information (Onkvisit and Shaw, 2009). It could be considered as one of the more difficult methods of promotion as excellent communication and persuasion skills are necessary. Sales promotions customarily used in Brazil include social media groups ‘twitting’ about latest sales as 63 millions Brazilians have access to

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