UT Knoxville ADVT 250 - Goals and Research (3 pages)

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Goals and Research



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Goals and Research

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We discussed different types of goals associated with advertising and marketing and how advertisers conduct research.


Lecture number:
5
Pages:
3
Type:
Lecture Note
School:
University of Tennessee
Course:
Advt 250 - Advertising Principles
Edition:
1

Unformatted text preview:

ADVT 250 1st Edition Lecture 5 Outline of Last Lecture I Marketing Mix II Demand III Offensive Demand Strategies IV Defensive Demand Strategies V What is a Brand VI Benefits of Positive Brad Equity to Consumers Marketers Outline of Current Lecture I Marketing Goals II Advertising Goals III Four Components of a Goal IV Research Current Lecture I Marketing Goals 1 Sales Oriented increase market shares increase unit sold increase margin profits Ex To increase sales of Diet Dr Pepper among men by 5 during 2015 Ex To increase the full price non sale average items per transaction from 2 0 to 3 1 among Banana Republic customers during 4th quarter 2015 II Advertising Goals 1 Support the marketing goals and are communication oriented Advertising goals raise awareness interest and desire all three of these are about willingness ACTION is the ultimate goal Ex To increase awareness of Diet Dr Pepper as the best tasting diet drink for men Ex To create interest among men in drinking Diet Dr Pepper These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute III Four Components of a goal 1 To increase brand preference for diet dr pepper by 20 among 25 54 year old men during fiscal year 2015 2016 To Do What To increase brand preference To Whom Among 25 54 year old men By How Much by 20 By When during fiscal year 2015 2016 2 To increase desire of family vacation decision makers to devote at least one full day of a WDW vacation to Disney s Animal Kingdom Park by 35 during 2015 To do what get families to spend a whole day of vacation at Animal Kingdome To whom family vacation decision maker By How much 35 By When 2015 IV Research 1 Research is used in advertising planning to understand perceptual obstacle and opportunities how do people currently feel about a product or service and what do they want AND to determine base line measures where are we starting beginning 2 Perceptual Obstacles and



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