how to choose advertising and promotion strategies

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1、PartVIIHowtoChooseAdvertisingandPromotionStrategiesThispageintentionallyleftblank12CoordinatingAdvertisingStrategy,Branding,andPositioningThispartfocusesonadvertisingandpromotion.Inthischapter,wediscusshowthefirmshouldcoordinateitsadvertisingmessage,branding,andprod-uctpositioningstrategies.Ino

2、urdiscussionwewilldistinguishbetweentheshortandlongrun,single-productandmultiproductfirms,andestablishedandnewproducts.Wewillalsoexaminewhichstrategiesareappropriateformarketleadersandforbrandswithlowmarketshares.Finally,thecon-ceptsinthischapterprovidethebackgroundthatisnecessarytounderstandho

3、wthemarketing-financeinterfacecanbeusedtomeasurethevalueofthefirm’sbrandequity(chapter19).Inthenextchapter(chapter13)wewillfocusonhowthefirmshoulddetermineitsadvertisingbudget.Inchapter14wewillexaminehowthefirmshouldchooseamediaplanandhowitshouldmeasureadvertisingproductivity.Theinformationcovered

4、inthischapterwillbeusefulwhenyouarefacedwiththefollowingtypesofdecisions:•Whatisproductpositioning?•Shouldmyfirm’sadvertisingmessagefocusonproductfeaturesoronproductbenefits?•Shouldmyfirmusedifferentmessagestrategiesacrossdifferentmedia?•Whatmessagestrategyshouldmyfirmuseifitisamarketleaderorasmallp

5、layerinthemarket?237238HOWTOCHOOSEADVERTISINGANDPROMOTIONSTRATEGIES•Howshouldmyfirmmeasuretheeffectivenessofitsadvertisingmessage?•Whatmessagestrategiesshouldmyfirmuseforitsexistingproducts?Andhowcanmyfirmcoordinatetheadvertisingmessageandproductpositioningstrategiesforitsexistingproducts?•Whatadv

6、ertisingmessagepolicyshouldmyfirmuseifitintroducesarebrandingstrategy?•Whatadvertisingmessagestrategyshouldmyfirmuseifitintroducesnewproducts?•Whatmessagestrategyshouldmyfirmuseifitsellsmultipleproducts?•Howcanmyfirmdeterminehowthemessageandproductpositioningstrategiesforanewproductcannibalizeitse

7、xistingproductsandaffectthesalesofcompetingbrands?•Howshouldmyfirmcoordinateitsproductpositioningandmessagestrategiesfornewproductsintheshortandlongruns?•Howshouldmyfirmcoordinateitsadvertisingmessagestrategywithothermarketingdecisionvaria