Discuss the various reasons marketers have been shifting their marketing dollars to sales promotion from media advertising. Discuss the pros and cons of this reallocation of marketers' advertising and promotion budgets.
Marketers are shifting their marketing budgets to support sales promotion from media advertising in an effort to get greater impact on brand recognition at the upper ends of their sales funnels, and more effectively influence lead generation in the lower areas of their sales funnels. Sales promotion is seen increasingly as having a more immediate impact on lead generation, lead fulfillment and the entire pipeline of sales activity. Media advertising on the other hand is not as easily tracked directly to sales activity and often is seen as "air cover" to drive up awareness of a given brand. Where media advertising is strategic and long-term in scope, in fact it has to be long-term to have an appreciable impact on brand awareness, sales promotions are increasingly becoming more measurable and quantifiable in their impact on sales strategies. The pros of this allocation of marketing dollars to sales promotion include better measurement of the ROI of the program, more efficient use of marketing dollars to support sales efforts, more targeted and focused programs with specific dates they run between, and higher levels of impact on sales. The cons of this are that often without media advertising brands will become less well-known and the advertiser will have to battle for greater mindshare during sales cycles as a result of not being known. Additionally, not spending on media advertising can also impact, during times of economic uncertainty, the perceived viability of a company. During a recession then it is critical for companies to continually advertising to provide potential...
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There are three main models of marketing communication in which a marketer can use to reach customer. There is also decision about the type of message communicated, the medium used to communicate, how the customer can provide feedback, and how to avoid noise within the market.-Explain how a company would make these decisions to market their product in different markets to different people. Provide a couple of examples to demonstrate
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