Promotion Strategies
Help in creating & sustaining brand value. Managing brand image Cut into brand loyalty of other brands. Promotion to be more brand focused. Co-branding, a…
Promotion Strategies
Difference Between Advertising And Sales Promotion
Advertising Sales Promotion Creates an Image over time Creates immediate Action Relies on Emotional appeals Relies on Rational appeal Adds Intangible value to the product…
Inverted Pyramid of Communications Effects
“The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.” – David Ogilvy,…
Need Recognition
The buying process starts with need recognition—the buyer recognizes a problem or need. The buyer senses a difference between his or her actual state and…
Information Search
An aroused consumer may or may not search for more information. If the consumer’s drive is strong and a satisfying product is near at hand,…
Evaluation of Alternatives
The marketer needs to know about alternative evaluation—that is, how the consumer processes information to arrive at brand choices. Unfortunately, consumers do not use a…
Purchase Decision
In the evaluation stage, the consumer ranks brands and forms purchase intentions. Generally, the consumer’s purchase decision will be to buy the most preferred brand,…
Financial Ratio Analysis
It is difficult to infer organizational performance from one or two simple numbers. Nevertheless, in practice a number of different ratios are often calculated in…
LIQUIDITY RATIOS
In order to survive, firms must be able to meet their short-term obligations—pay their creditors and repay their short-term debts. Thus, the liquidity of the…
LEVERAGE
Firms are financed by some combination o£ debt and equity. The right capital structure will depend on tax policy—high corporate rates favor debt, high personal…