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Isolating and measuring promotional effectiveness alone is not a true picture of the total cause-and-effect that is relied on for creating demand for products and sales, leading to trail and eventual purchase. Just as advertising spending does not correlate to purchases, the same holds true for promotional programs. It is better to look at their effectiveness in isolation and measure only the factors or variables that the p0romotional program is meant to directly influence. Too often however promotional programs are broad in scope, long-term and lack that level of focus. As a result, measuring their effectiveness is difficult and often imprecise.
Media planning involves a tradeoff between reach and frequency. Explain what this means and give examples of when reach should be emphasized over frequency and vice versa.
In fact the essence of media planning is in balancing reach vs. frequency. Reach is defined as the percentage of an market segments' audience accessible by a given media vehicle or outlet typically in small time blocks. The use of demographics is heavily relied on for computing reach as well. An example of reach is to look at how to reach working parents who are interested in all-inclusive vacations that don't require extensive preparation yet deliver exceptionally high levels of adventuring, excursions and sightseeing for example. Reach would be the use of the Travel Channel to target those television shows that have a high percentage of its audience who are families looking for all-inclusive vacations. The percentage of the audience that could be captured is the reach of this specific strategy.
The frequency is the number of times those target audience members see your message. There is a universally agreed on figure of seeing a message a minimum of three times before it is even recalled by a prospect or customer. Frequency is the measurement that is used for defining "flighting" or heavy scheduling of an advertisement to saturate an audience with a message. The use of frequency across multiple media outlets can significantly influence awareness and interest in products, even lead to trial if the call to action it the advertisement...
Reach would also be used for fine-tuning existing advertising strategies that were in progress. Frequency would be favored for strategies that centered on accentuating highly unique messaging that was time-dependent, or in response to highly competitive advertising strategies in a given market. Frequency permeates a market with messaging and often is required in slower-growth, more competitive market segments including healthcare and consumer goods, in addition to automotive products. That's why the majority of television commercials are from these industries.
reference: Demographic or psychographic. The Journal of Product and Brand Management, 11(4/5), 249-268. Retrieved January 11, 2008, from ABI/INFORM Global database. (Document ID: 252455841).
Cristina Ziliani (2006). Target promotions: How to measure and improve promotional effectiveness through individual customer information. Journal of Targeting, Measurement and Analysis for Marketing, 14(3), 249-259. Retrieved January 12, 2008, from ABI/INFORM Global database. (Document ID: 1097920561).
" Every town now has Thai, Japanese, and Indian restaurants to complement the Chinese and Italian fare. Consider the supermarket shelves that carry multicultural products such as Campbell Hispanic-style Fiesta soup, sushi platters, wasabi and seven different taco salsas. Burger King and McDonald's sell their millions of burritos to somebody! EXAMPLE OF NEW MARKETING TRENDS In July 2001, Campbell's Soup Company announced a program to recreate the company and restore its growth
The study methodology is predicated on a literature review of over two dozen previous studies, stratified across both the French and U.K.-based respondent populations. Of particular interest with regard to the methodology is the researcher's detailed work on defining variations in cultural differences, which is an area that Dr. Hofstede and the Model of Cultural Dimensions is specifically designed to take into account (Marieke, Hofstede, 2010). The study is highly
The orchestration of all aspects of B2B marketing is significantly more complex and challenging as well, a point shown in the discussions. The researchers did find enough causality to create a model of value-driven marketing, and it does show that only through a continual focus and auditing of customer needs will B2B marketing reach the levels of performance in B2C markets (Leek, Christodoulides, 2012). There are also many limitations
8%) and all were s-commerce users. 58.2% were Korean natives, 14.6% were Chinese and 10.8% were American. 9.7% were European and 6.7% were Japanese. The majority used s-commerce to purchase tickets for entertainment (44.5%) and 67% had been using s-commerce for more than two years. The study shows that transaction safety (.480) and reputation (.450) both at the .01 level of significance, most contribute to trust in an s-commerce platform. The
Environment Assessing the Business Environment The focus of this environmental assessment is the big box retail industry. The three environmental forces that have the most significant impact on big box retail are as follows: Demographics, technology, and economic conditions. Demographics. The category of demographics is broadly determined as it includes, among other variables, the attributes of age, educational level, ethnic origin, gender, race, and residential area. Demographics are a prominent feature of
This strategy of investing face-time has continued to scale extremely well in the U.S., yet has faced many challenges in other nations that value data, hard numbers and strong methodologies to validate the claims of products. One nations' buyers of cosmetics in particular, the Japanese, are more focused on the specifics of the how a product is produced and want to know in great detail what the ingredients are