MKT 300 Final Exam (UW-Madison Laurie Brachman) fully solved

MKT 300 Final Exam (UW-Madison Laurie
Brachman) fully solved
1. What are the decisions marketing managers
1. Desired
have to make? (4)
objective
2. Kind of advertising
3. Media to reach
target customers
4. What to say
(the mes- sage)

2. advertising allowance price reductions to
firms further along in
the chan- nel to
encourage them
to advertise or
otherwise promote
the firm's prod- ucts
locally

3. Cooperative advertising involves producers
shar- ing in the cost of
ads with wholesalers
or retailers

4. Types of Advertising 1. Product
1.1 Pioneering
1.2 Competitive
a. Direct Competitive
b. Indirect
Competitive
c. Comparative
1.3 Reminder


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,MKT 300 Final Exam (UW-Madison Laurie
Brachman) fully solved
2. Institutional

5. Product advertising tries to sell a product
and can be targeted
to chan- nel members
or final con- sumers




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,MKT 300 Final Exam (UW-Madison Laurie
Brachman) fully solved
3 types:
-Pioneering
-Competitive
-Reminder

6. Pioneering advertising tries to develop
primary demand for a
product cat- egory
rather than demand
for a specific brand

-usually done in
early stage of
PLC
-turns people
into adopters

EX: Apple ad

7. Competitive advertising tries to develop
selec- tive demand for
a specific brand

-firm is forced into this
as a product moves
along the PLC (growth
stage)
-what we see 99% of
the time

3 types:
-Direct
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, MKT 300 Final Exam (UW-Madison Laurie
Brachman) fully solved
-Indirect
-Comparative

8. Direct Competitive advertising




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