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PROMOTION (Money (affordability, objective & task, competitive parity…
PROMOTION
Money
affordability
objective & task
competitive parity "share of voice"
experiementation
percent of (expected) sales
quantitative modeling
ADBUG model
Market
Influencers
Channels partners
Customers
Message
AIDA
Hierachy of Effects
3 Filters (Mountain Dew Case) for "lifestyle" brands
Communication
Campaign
Brand
Media
Where: selecting the medium and media mix
When & how often: scheduling
Measurement
Advertising program evaluation
communication effects: is the ad communicating well?
sales effects: is the ad increasing sales?
Media Strategy
Buzz marketing
identify trendsetters
lure trendsetters with coveted items in short supply
choose a buzz-prone target sefment
allow the buzz to occur (time)
choose a buzz-worthy product
go mainstream without overtly marketing to this segment
image matters, more so in "placebo" categories
Where
increased usage: some traditional forms
increased usage: non-traditional forms
increased coordination
Mission (linked with Message)