Principles of Marketing Plus MyMarketingLab with Pearson eText - Access Card Package (16th Edition)
16th Edition
ISBN: 9780133973105
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 14, Problem 14.13MA
Summary Introduction
Case summary:
By using the percent of sales approach the advertisers can set their budget at a specific percentage on the forecasted and current sales. But there is no clear percentage to use. So marketers will look into the competitors spending and industry average for the purpose of comparison.
The details of these two will be available in the in websites to guide the marketers.
To classify: The reason for the some industries having higher advertising-to-sales ratio compared to others.
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Using the percent of sales method, an advertiser sets its budget at a certain percentage of current or forecasted sales. However, determining what percentage to use is not always clear. Many marketers look at industry averages and competitor spending for comparisons. Websites and trade publications publish data regarding industry averages to guide marketers in setting the percentage to use.
Find industry advertising-to-sales ratio data. Why do some industries have higher advertising-to-sales ratios than others?
Determine the advertising-to-sales ratios for two competing companies and compare them to the industry advertising-to-sales ratio found above. Why do you think there is a difference between competitors and the industry average?
Best Ad -- Worst Ad
Describe your favorite advertisement, and why. Do you think it is effective in getting people to buy this product?
Describe an advertisement that you think is bad for whatever reason, and why you think so. Is it offensive? Ineffective? Unethical? Who do you think this ad is aimed at? Why would a company use "bad" advertising? Do people buy the product anyway? Why?
According to the present study OOH is an old type of advertising format and is considered a supplemental medium The questions are the following:
1) in what way is OOH considered supplementary?
2) Why should the advertiser understand the process of buying
1) what are the advantages they will gain from it?
Chapter 14 Solutions
Principles of Marketing Plus MyMarketingLab with Pearson eText - Access Card Package (16th Edition)
Ch. 14 - Prob. 14.1DQCh. 14 - Prob. 14.3DQCh. 14 - Prob. 14.2DQCh. 14 - Prob. 14.4DQCh. 14 - Prob. 14.5DQCh. 14 - Prob. 14.6CTECh. 14 - Prob. 14.7CTECh. 14 - Prob. 14.8CTECh. 14 - Prob. 14.9MACh. 14 - Prob. 14.10MA
Ch. 14 - Prob. 14.11MACh. 14 - Prob. 14.12MACh. 14 - Prob. 14.13MACh. 14 - Prob. 14.14MACh. 14 - Prob. 14.15VCCh. 14 - Prob. 14.16VCCh. 14 - Prob. 14.17VCCh. 14 - Prob. 14.18CCCh. 14 - Prob. 14.19CCCh. 14 - Prob. 14.20CCCh. 14 - Prob. 14.21CCCh. 14 - Prob. 14.22CCCh. 14 - Prob. 14.23MMLCh. 14 - Prob. 14.24MML
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