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Advertising - PowerPoint PPT Presentation


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Advertising. AG BM 460. The codfish lays ten thousand eggs The homely hen lays one. The codfish never cackles To tell you what she's done And so we scorn the codfish While the humble hen we prize Which only goes to show you IT PAYS TO ADVERTISE!. Joe Carroll. Advertising for winery.

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Presentation Transcript
advertising

Advertising

AG BM 460

slide2

The codfish lays ten thousand eggsThe homely hen lays one.The codfish never cacklesTo tell you what she's doneAnd so we scorn the codfishWhile the humble hen we prizeWhich only goes to show youIT PAYS TO ADVERTISE!

joe carroll
Joe Carroll
  • Advertising for winery
introduction
Introduction
  • An integral part of the food industry
  • Essential for consumer products
  • Creates demand
  • Can be very expensive
why advertise
Why Advertise?
  • Product awareness
  • Match competition
  • Build consumer loyalty
  • Gain access to markets
  • Inform consumers
  • Shift demand curve
cost of commercials
Cost of Commercials
  • $2.5 million for 30 seconds in 2006 Super Bowl
  • Survivor – final episode - $1 million
advertising new products
Advertising New Products
  • Existence
  • Build Demand
  • Get leverage w/ retailers
  • Slotting fees
existing products
Existing Products
  • Keep customers loyal
  • Match competition
  • Keep merchants happy
  • Build customer base
  • Make demand more inelastic
  • Deter entry
  • New segment
commodity products
Commodity Products
  • Milk, Pork, Beef
  • Match branded competition
  • Keep customers loyal
  • Build customer base
  • Make demand more inelastic
issues in generic advertising
Issues in Generic Advertising
  • Free–rider problem
  • Defining category – beef or angus
  • Keeping industry behind it
  • Is money enough?
  • Is it legal?
other promotional activity
Other Promotional Activity
  • Sales
  • Newspaper articles, recipes, etc.
  • Coupons
  • Fairs, dairy princesses, etc.
  • Store give-aways
does advertising pay
Does Advertising Pay?
  • Measuring benefits
  • Measuring costs
  • Payoff per dollar spent – 3 to 1?
  • How much is enough?
  • Who is too small to advertise?
  • Medium? Radio, TV, newspaper
final words
Final words
  • Huge expense
  • Protects existing products
  • Keeps little guys out
  • Apparently works
  • Prisoner’s dilemma