Professional Documents
Culture Documents
Products, Markets and Advertising
Products, Markets and Advertising
Product Differentiation
Features of a product
technical
standards quality standards design standards service characteristics mix of attributes in different brands
Product Differentiation
product differentiation
of quality
of price
importance
importance
horizontal
product differentiation
of specific features
importance
market
segmentation
specific parts of the market markets
targeting niche
approaches
market
product market
development
diversification
A
Present
B
Product development
Market penetration
Market C
New
considerations
considerations
considerations
promotion
considerations
Promotion considerations
Public relations
Pricing considerations
Place considerations
Advertising
Background
advertising
Advertising
Background
advertising
National newspapers Regional newspapers Consumer magazines Business and professional Directories
5.1
84.7 0.0 0.0 8.5 3.4 3.4 0.0 100.0
7.6
82.3 0.0 0.0 13.9 0.0 3.8 0.0 100.0
5.2
72.7 19.3 0.0 6.0 0.4 1.6 0.0 100.0
4.6
69.0 25.6 0.0 4.0 0.2 1.2 0.0 100.0
5.1
68.0 25.8 0.0 3.6 1.9 0.7 0.0 100.0
4.7
59.7 27.9 7.0 3.2 1.8 0.4 0.0 100.0
4.3
52.2 28.0 11.6 4.3 3.2 0.7 0.1 100.0
3.8
49.6 25.8 14.2 4.8 3.3 1.1 1.2 100.0
Advertising
Background
advertising
and the state of the economy distribution of advertising between media advertising expenditure by product sector
1986 Retail Industrial Financial Government Services 13.8 8.7 10.2 3.3 8.5
Advertising
Background
advertising
and the state of the economy distribution of advertising between media advertising expenditure by product sector
Advertising
Background
advertising
and the state of the economy distribution of advertising between media advertising expenditure by product sector
Denture fixatives Shampoos Lawn fertilisers Indigestion remedies Vitamins and minerals Potato crisps Female fragrances Toothpaste Margarine Male fragrances Instant coffee Cameras
Ground coffee Butter Chocolate Bottled water Alcopops Tea Contents insurance Buses Cigarettes Fruit (total) Petrol and diesel Flour
Advertising
Background
advertising
and the state of the economy distribution of advertising between media advertising expenditure by product sector
advertising / sales ratio causes of differences in advertising intensity between the different sectors of the economy
Advertising
Background
advertising
and the state of the economy distribution of advertising between media advertising expenditure by product sector
advertising / sales ratio causes of differences in advertising intensity between the different sectors of the economy
differences
in market structure
Advertising
Background
advertising
and the state of the economy distribution of advertising between media advertising expenditure by product sector
advertising / sales ratio causes of differences in advertising intensity between the different sectors of the economy
differences
Advertising
Aims of advertising
shifting making
P1
D1
Q1
P1
D2
D1
Q1
Q2
P2 P1
D2
D1
Q1
Q3
Q2
Advertising
Aims of advertising
shifting making
Effects of advertising
Advertising
Aims of advertising
shifting making
Effects of advertising
advertising
Sales (weekly)
s2
Direct effect on sales
Habit sales
s3 Sales
Advertising campaign
Sales
Long-term effect
s1
t1
t2
t3
t4
t5
Time
Advertising
Aims of advertising
shifting making
Effects of advertising
advertising advertising
Relative price
(Relative) customer value Real market growth Market share Profit margins
Growth
Advertising
of advertising
firms consumers
costs
to to
of advertising