Communication Schedules PDF

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Communication Schedules...

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Communication Schedules 1.

Pulsating schedule: continuous advertising and communications during the year with bursts of higher intensity at specific times (more ads in more media)

2.

Flighting schedule: presented during peak times and not at all during other times of the year.

3.

Continuous schedule: spending in level amounts keeps the brand name repetitively in front of consumers.

Threshold effects is the point when an advertising or promotional program has begun to affect customer responses. Sales-response function curve is an S-shaped curve that indicates when threshold effects and diminishing returns are present. Concave (lõm) downward function is a model of the diminishing returns of advertising expenditures on sales. Marginal analysis (phân tích biên độ) is a model that shows when additional expenditures on advertising and promotions have an adverse (unfavorable) effect on profits. Carryover effects (hiệu ứng chuyển tiếp) is the point at which a consumer has been exposed to the company’s message for so long that, when the time comes to buy, the individual remembers the company again. Wear-out effects are declines in advertising effectiveness that occur when an ad or marketing communication becomes ‘’old’’ or ‘’boring’’. Decay effects are declines in advertising effectiveness that occur when advertising stops and consumers begin to forget about the company.

Cultural assimilator is a person who is familiar with the local language and culture of a given country who is employed to help marketing efforts in that particular region....