...The Pros of Advertising Food on Television There are several advantages to advertising on television. One of the main ones and the most obvious is visual. You cannot do this on the radio. You can advertise anything on television simply by having an ad run continuously even on just one station. With visuals, people can actually see what they are buying which is one of the main keys to selling your product. You can add audio if you choose too or play audio from the product if that is the type of product you are advertising. It is much easier to get your point across in television add than a radio add. Within the first few seconds of a commercial, you already know if you want to buy the product or not because they will throw everything they have at you within the first 10 seconds. The rest of the commercial is just icing on the cake. Depending on what you are advertising, you have many channels at your disposal. If you are advertising something sports related, you may want to run ads on ESPN, Fox Sports, NBA TV, NFL Network and so on and so forth. If you are advertising something music related, you may want to run ads on BET, MTV, VH1, and channels like those. If you are advertising something to do with cooking, you have a myriad of cooking channels to choose from. The list goes on and on. There is probably a station or two that specializes in whatever you are advertising. If for some reason you cannot get your ad onto one of those major networks, you can go the local...
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...Advertising Channels – Pros and Cons Television Pros • Reaches a large audience • Sight, sound, motion captures attention • Relatively easy to get air time Cons • No selectivity of audience • Fleeting messages; content limited by brevity • Can be expensive to produce • No control over airtime or frequency • PSAs rarely air during prime time Radio Pros • Reaches a large audience • Reaches target audience based on station format (e.g., news, sports, pop music, classical music) • Relatively easy to obtain air time • Easy and inexpensive to produce • Medium is as mobile as the audience • Good for short reminder messages Cons • Limited audio presentation • Fleeting messages; content limited by brevity • No control over air time or frequency Newspapers Pros • Timely; messages can be produced and released rapidly • Intense coverage of local markets • High believability of the printed word • Readers can clip information Magazines Pros • High geographic and demographic selectivity • Capture and hold attention • High quality reproduction • Large pass-along readership • Often a source of consumer information • Messages can be clipped for reference Online Advertising (websites, e-mail, electronic media) Pros • Cost-effective – you can advertise your Club for a fraction of the cost of traditional advertising • Highly targeted – you can not only target highly specific demographic and industry groups but specific geographic...
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...Combining Online Marketing with Traditional Marketing Marketing—the action or business of promoting and selling products or services, including market research and advertising—is a powerful tool for attracting customers and promoting a business. (Chapman/Businessballs) There are many types of marketing strategies and mediums through which different companies implement the practice of marketing. This paper will shed a light on traditional and online marketing, highlighting the very concepts along with the pros and cons of each type of marketing. The history of marketing is divided into two phases; the development of marketing theory, and the development of marketing practice. The history of marketing theory deals with the evolution of different...
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...Costco Wholesale Corporation: Mission, Business Model, and Strategy Problem Identification a) There is an advertising problem b) For purchasing the products, membership cards are required c) In the warehouses, product locating is not successful d) North America has a major market for the sales e) Customer trends should consider Analysis of Problems a) Advertising 1) The advertising is not successful 2) Social media are not used enough 3) Company image has been going down after Mr. Sinegal leaves b) Membership Cards 1) Middle lower class does not accept to use membership cards 2) At this economy, yearly payment is too much for some people 3) For entering a new market, card system is a handicap c) Warehouse System 1) Shelf system is not effective for selling the products 2) Big aisle gives negative energy to the customers d) North American Market 1) For belonging to this market is a big weakness for the company 2) Competitors have some advantages like gasoline companies. e) Customer Trends 1) For selling the high quality cannot be standard for this kind of market Alternative Solutions a) Alternative 1: Spending More Money for Advertising Pros: i. It will definitely affect the sales in a good way ii. On the other hand, the company is not going...
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... 1. What are the pros and cons of five sources of job candidates? 1) Hiring or Promoting from Within Pros – One of the biggest pros for this option is cost savings with internal postings and recruitment often costing next to nothing. As well, by looking internally to find someone who has the skills and qualifications to complete the job, you will have a much greater insight into what the person is capable of. Finally, promotion from within helps in the retention and attraction of employees. Cons – The biggest downside to hiring from within is that you will still have a vacant position to fill so you will need to start the entire process over again and now you have two positions to train for. 2) Referrals Pros – It is relatively inexpensive (some companies offer referral bonuses) and will encourage the loyalty of current employees who are making the referrals. Cons – If things do not work out with this referred employee, you could end up with a conflict. What are the potential consequences if I have to let the newly referred employee go? Will I lose the current employee who referred the person for the position? 3) Newspaper Advertising Pros – The biggest advantage to advertising in the newspaper is the wide distribution within your required location. For many newspapers these days, this can include display on the newspaper’s website for additional distribution. Cons – The biggest disadvantage...
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...financial performance, Calyx Flowers (“Calyx”) should increase internet advertising. Argument in support: • The internet advertising requires less capital than other options do • Internet advertising allows a more targeted market segmenting and higher target reach. • Online advertising avoids expensive long-term contracts, can be placed in a short amount of time, and can be launched on demand. i.e. Calyx can run a mass of online ads in a short period of time such as before busy holidays like Valentine’s Day and Christmas even on a relatively tight budget. • Calyx could differentiate their brand and products from other major competitors who have been advertising extensively through mass-media. • Since Calyx has already received orders via their website, online advertising could make customers have a seamless shopping experience. And it could prevent customer secession and customer complaints. • Calyx could track and receive more accurate feedback through internet advertising. With the information they received, they would be able to determine whether the current marketing and advertising strategies are succeeding or not. • Calyx can collect the history of online purchases and adopt ono-to-one marketing strategies by analyzing the consumers’ behavior. So, they could pitch more personalized and effective advertisement to customers. Pros and Cons of the other options: • Increase the number of catalogs. o Pros: Because of their past experience, it is easy to execute and relatively...
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...account for the rest of the market. In 2010 Paramount is expected to have a 21.4% dollar market share. * Company: Paramount is a large consumer products company with $7 billion in gross profit in 2009. The current Nondisposable razor line has products in both the market and value customer segments. The Clean Edge Razor is the first Nondisposable razor produced by Paramount that has a technological innovation. Paramount is relying on the Clean Edge Razor to increase sales and earn more market share in the Nondisposable razor category. * Context: In 2011 the effects of a recession are becoming less drastic than in years before. Customers have more disposable income and companies have more money to spend on investments such as media/advertising and R&D. * Collaborators (retailers): In 2009 food stores represented 42% of all...
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...Situational Analysis A. Industry * The US paint industry is divided into 3 broad segments: * Architectural coatings * Original equipment manufacturing (OEM) coatings * Special-purpose coatings * Architectural coatings account for 43% of total industry dollar sales * OEM coatings represent 35 % of total industry dollar sales * Special-purpose coatings account for 22% of total industry dollar sales * US paint industry is a maturing industry * Industry sales in 2004 were estimated to be slightly over $16 billion. * No new competitors are entering the market, competition decreased by 40% from 1980 to 2004 * The number of paint companies is declining at 2-3% per year * Estimated US sales of architectural paint coverings and sundries are $ 12 billion in 2004 * The 7 biggest companies (Sherwin-Williams, Benjamin Moore, the Glidden unit of Imperial Chemicals, PPG Industries, Valspar Corporation, Grow Group, and Pratt & Lambert) account for 60 % of sales * Architectural coatings are a mature market with long term sales growth projected in the range of 1 -2% per year * Demand depends on: * House redecorating, maintenance, and repair as well as sales of existing homes and home, commercial, and industrial construction * Competition from alternative materials: aluminum and vinyl siding, wall covering, and wood paneling * Development of higher-quality products that reduce the amount of paint necessary...
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...BMW Case Analysis BMW Films Case Analysis Statement / Cause of the Problem The critical problems that seem to be facing BMW in the case are that BMW needs to continue to find ways to continue being the number one luxury import in the United States and continue to find ways to stand out amongst all the other luxury car competitors in the market with their innovative advertising campaigns. It has become increasingly harder and harder for BMW because of how many competitors have emerged in the market, thus making it diluted and making BMW struggle to find the right identity for marketing. Brands like Acura and Lexus have appeared as luxury cars but ones that are affordable and come with many more specs that BMW would charge their customers extra for. These affordable luxury cars, especially Lexus, pushed their way ahead of BMW because they were giving their consumers the message that everyone could have a great looking luxury car without having to drain your wallet or run up your debt. This message made cars like Lexus incredibly popular amongst consumers and caused Lexus to become the number one luxury import in the United States in 1992. Not only were affordable luxury cars a problem for BMW, but their brand image seemed to take a turn for the worse. BMW cars were being seen as cars for middle aged men, as a status symbol, or just as a “yuppie machine”. Without attracting more youthful consumers to their product, BMW would surely fail. BMW needed to find ways to revive...
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...Title | Examining the Use of Social Media and Its Impact on Corporate Commerce | Assessment A, Part One - Evaluating the Pros and Cons of Different Social Media Sites | Identify the pros and cons for each site. | Digg Con: Not a good way to build buzz in the beginning | Facebook Pro: Ability to incorporate elements of other social media sites | Facebook Pro: Ability to create a community | Facebook Pro: Mass customization - widespread use among target audience | Flickr Con: Limited access from target audience | Flickr Pro: Media convergence - showing text, screen shots, videos | Metacafe Con: Not relevant to the niche audience | Metacafe Pro: Media convergence - showing text, screen shots, videos | Twitter Con: Too much information - public disclosure | Twitter Pro: Instant communication to large groups | Twitter Pro: Ability to post relevant, up-to-the-minute news and updates | YouTube Pro: Media convergence - showing text, screen shots, videos | YouTube Pro: Mass customization - widespread use among target audience | | Assessment A, Part Two - Examining the Use of Social Media and its Impact on Corporate Commerce | Recommend which social media site Master Dynasty should be launched on. | Facebook should be used to launch the game on because you can create a community, you can link other sites and post a variey of media. | | Assessment B - Examining the Use of Social Media and its Impact on Corporate...
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...SOUTHERN NEW HAMPSHIRE UNIVERSITY |Graduate School of Business | | | | |Program: |SNHU School of Business Graduate Program | |Course Title : |Marketing Strategies – MKT 500 | |Instructor: |Jeannemarie Thorpe | |Due Date: |Monday, January 26, 2004 | |Submission Date: |Monday, January 26, 2004 | |Type of Assignment: |Case Analysis (Final Review) | |Title of Assignment: |Frito-Lay’s Dips – 3rd Case Study (Selection of Best Alternative) | |Student Name: |Cevdet KIZIL | | ...
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...BabbaCo Case Questions 1. What are the pros and cons of each customer acquisition channel? What do you think about their customer acquisition model as a whole? Search Pros: * Search ads bring parents to BabbaCo.com, where they consume content, and join the newsletter or the Facebook fan-page to interact with the community. Over time if they are impressed with the offering, they will sign up to become a trial customer and then, later, convert to a paying customer. Cons: * Online marketing is not an area where Kim has great expertise. * Since BabbaBox is an entirely new product category, moms aren’t searching for it or for related terms. * When parents land on BabbaCo’s site, they are confused by the monthly box concept and quickly move on, leading to a high bounce rate. * BabbaCo has limited IT resources. * All web development is outsourced to a third party, slowing down the pace at which Nolan can run search experiments and iterate campaigns. Social Media Pros: * Customers acquired through social media have the lowest churn rate. * Whenever a BabbaCo Facebook fan “Likes” or comments on content on the fan-page, he or she broadcasts that action to his or her friends. * BabbaCo customers post side-by-side reviews of BabbaBox vs. the competitor’s box. This works in BabbaCo’s favor when its product receives positive reviews. Cons: * The long lag between the time that a user first arrives to the fan-page or “Likes” BabbaCo and the time...
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...the newspaper was already going through. The operating profit declined by more than 76% from 234Mn$ in 2010 to a mere 57Mn$ in 2011. The circulations were steadily declining and the new online advertising could not compensate for print advertising rates due to their lower rates. Thus to boost their revenues, New York Times initiated the “Paywall” system: paid subscription for online reading beyond a limit. This also did not help much as after the initial spurt in the number of subscriptions, the rate of subscription increase had slowed down. The challenge before New York Times was to maintain profitability while adding the online product offering in its portfolio. Alternatives : (a) Focused Journalism to capture niche market: Work on developing specialized content like Wall Street Journal to target niche market. Pros: (i) Such content if good will engage the readers and they will willingly pay for such content if required. Cons: (i) With a number of blogging sites available, it may be difficult to get such specialized writers exclusively dedicated to NY Times (b) Develop Mobile Newspaper Application & Partner with Cell phone Companies: Pros: (i) We are living in a world of mobile apps and to increase its reach, mobile apps and...
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...expanding; 2 dry mix packs can be sold in the space of one can, increasing sales potential by 180% - 4 ‘P’s; Promotion: Increase advertising investment in Fast & Simple soup meals and Heart Healthy soup line so as to reinforce awareness and induce trial - 4 ‘P’s; Promotion: Promotional couponing and sampling of hot new flavours, e.g. dry mix Gazpacho (for warmer months) and Teriyaki Beef Fast & Simple meal (for Asian soups category) - Increase advertising and promotion spending of $18 million Pros - $18 million increase will stop slide in sales and market share Cons - $18 million increase will reduce next year’s profits; pressure from CEO, board, stockholders - Spending more on these small lines might not produce the projected sales; breakeven sales? - Competition: Tipha’s products had lower gross profit than the core products - “On-trend” initiatives may not become large category for Brannigan’s because consumers may choose not to change their eating habits (i.e. to eat healthier) Option 2: Acquire product lines to complement the core in growing sectors What - Roarin’ Cajun Foods; ten-bean dry mix soup; Whole Foods; $18 million sales; Estimated EBITDA: $2.8MM - Red Dragon Foods; Southeast Asia and Chinese soups; Safeway, Ralph’s chains; $36 million sales; Estimated EBITDA: $4.2MM; Use Brannigan’s brand to reduce advertising & promotional investment required by...
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...Interoffice Memo Date: 7/2/2013 To: Ronald Burns From: 001-78-2434 Subject: JanMar’s Coatings, Inc. Recommendation Company’s Situation The problem that we discussed in our last board meeting dealt with deciding where and how to execute corporate marketing efforts for the year 2005 among the various architectural paint coatings market in the southwestern United States. Industry Background The architectural coatings industry is a mature market that estimates to be a $12 billion dollar industry with 1 to 2 percent annual growth rate which accounts for 43 percent of the total industry dollar sales. About 50 percent of architectural coatings dollar sales are brought in by do-it-yourself (DIY) painters’ purchases. Professional painters’ purchases are accounted for about 25 percent of the dollar sales. The rest comes from the government, export, and contractor sales. Furthermore, there are three main types of distributors: mass merchandisers and home improvement centers (50%), special paint stores (36%), and hardware stores and lumberyards (14%). Company Background Our company markets to over 50 counties in Texas, Oklahoma, New Mexico, and Louisiana from its headquarters in Dallas, Texas. The major service area is in the 11 county Dallas-Fort Worth (DFW) metropolitan area. Our company is made up of two market segment areas, Dallas Fort Worth and Non-Dallas Fort Worth. The sales volume of architectural paint and products sold in our company’s 50 county service areas was $80...
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