MKT421 Week5 Additional questions - 9627

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  • From: Business, Marketing
  • Posted on: Sat 12 May, 2012
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1.      WK 4 DQ1: Response Question

I agree with you from the text reading that push strategy is found at trade show venues but why would this not apply to the consumer also? It is my belief that each time we see a tv commercial or mail flyer, it would classify as a promotional push strategy from the distributor to the consumer, would you agree or disagree? Why would there be a need to place any monetary value on the push strategy, when we see a Super Bowl tv ad they are not cheap, do you not consider these push strategies by the distributor? My thought is the pull strategy is more about the consumer waiting to receive the product meaning that the push strategy has already been accomplished at an earlier date, what are your thoughts? I agree with your own business if this is the actual definition of the push strategy, I may have a misunderstanding I will read the material again.


2.      Additional Questions: Just for fun: High cost of tv advertising

 

Ever wonder why tv ads cost so much? This is just for fun, but is based in reality.

 

TV can have a high production cost, and that usually stems from the use of paid talent - it's not a requirement, but advertisers continue to do it. Years ago, we had Orson Welles working for us, producing Paul Masson spots. The spots were very effective, and were the birth of the phrase "No wine before its time." That phrase is now a part of the lexicon. We had Welles under contract and part of the deal was that we would supply him with wine for his Hollywood Hills parties. It started off being a few cases a week, but grew and grew - into pallets on each drop, as the parties grew. Finally, he just grew too expensive for us to continue featuring in the spots, so we went to animation and used his voice only.

 

It took about $450,000 to get each of those spots in the can, and then we still had to buy airtime, so television with celebs in the ads is not for those with a weak budget. I'll paste in a little outtake for you, to let you see what also drove up the cost. Then watch the second spot, and you'll see Welles at his best. He was awesome when he was on!

 

http://www.youtube.com/watch?v=o5LkDNu8bVU

 

http://www.youtube.com/watch?v=bpj0t2ozPWY


Solution Description

1.      WK 4 DQ1: Response Question

I agree with you from the text reading that push strategy is found at trade show venues but why would this not apply to the consumer also? It is my belief that each time we see a tv commercial or mail flyer, it would classify as a promotional push strategy from the distributor to the consumer, would you agree or disagree? Why would there be a need to place any monetary value on the push strategy, when we see a Super Bowl tv ad they are not cheap, do you not consider these push strategies by the distributor? My thought is the pull strategy is more about the consumer waiting to receive the product meaning that the push strategy has already been accomplished at an earlier date, what are your thoughts? I agree with your own business if this is the actual definition of the push strategy, I may have a misunderstanding I will read