PRIN.OF MARKETING CUSTOM(LL) W/ACCESS
16th Edition
ISBN: 9781323356265
Author: Kotler
Publisher: PEARSON C
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Question
Chapter 14, Problem 14.14MA
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 are 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 discuss: The reason why there is a difference among the industry average and competitors after analyzing two competing companies advertising-to-sales ratio with that of industry advertising-to-sales ratio.
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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?
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?
Questions
Consider the five tools covered in the lectures for creating an integrated marketing campaign. For each promotion tool justify why you would or would not use the promotion tool. (Word Limit 200
If you were hired to design an integrated marketing campaign for a company, what would you recommend? Provide details for your chosen types of promotion tool. (Word Limit 500
Chapter 14 Solutions
PRIN.OF MARKETING CUSTOM(LL) W/ACCESS
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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