Industry consolidation, decline of the commission system, changes resulting from new media, and economic downturn.
a. Current trends in the advertising industry
b. Fears of the advertising industry
c. Factors affecting the client-agency relationship
Answer: A
Advertising and Promotion
- Main members of a distribution channel work together as a cooperative group. Types: corporate, administered, or contractual.
- Type of distribution: Granting exclusive rights to one dealer in an area.
- Type of distribution: Limiting the number of outlets or dealers. Cooperative (co-op) advertising.
- Type of distribution: Making goods available at every possible location, consumers can buy with a minimum effort, profit is low, but volume is high.
- Individuals act as independent distributors for a manufacturer or private-label marketer.
- Type of Distribution: Selling to customers through resellers or a distribution channel.
- Type of Distribution: Selling directly to consumers.
- Influencing a consumers' perceptions using price.
- Key factors influencing _______: market demand for the product, costs of production and distribution, competition and corporate objectives, psychological pricing.
- Amount charged for the good or service.
- Must consider: identification, containment, protection, convenience, consumer appeal, and economy.
- Marketer's last chance to communicate and promote.
- Value of the brand's capital.
- Role of ________: offers recognition and identification of the product. Adds value to the product, offers differentiation, and builds brand loyalty and brand equity.
- Type of Brand: CVS brand, Spartan Brand
- Type of Brand: Better Made, Doritos
- Type of Brand: Tide, Gain, Cheer
- Type of Brand: Products resold to distributers or dealers to be sold as their own brands at lower prices.
- Type of Brand: Product brands that are marketed in several regions of the country.
- Type of Brand: Group of products that can help each other under one umbrella name.
- Type of Brand: Different brand name for each product a company makes.
- Combination of name, words, symbols or designs that distinguishes a product from competitors.
- Identifying products and their source and differentiating them from all other products
- Distinguishing characteristics of products effected through unique branding, packaging, distribution, merchandising, and advertising
- Imperceptible but existing differences that may affect the desirability of a product