Professional Documents
Culture Documents
Duane Weaver
B.Comm., M.D.E., IESNA
Chair of Marketing, Faculty of Managment, VIU
Director of Marketing, ABSEL (Assoc. of Business Simulation and
Experiential Learning)
CEO 2Birds1Stone
Marketing, Mgmt. and Computer Applications Instructor
20+ years management experience (marketing)
Industry experience: High-tech, Artificial Intelligence,
Telecommunications, Computing, Lighting, Automotive, Fashion,
Distance Education, B2B, B2C, E-Commerce, E-Learning, Grocery,
Floral., Education, and Consulting
Manufacturing, Wholesale and Retail experience.
Family, small business, and multi-national corporations
Positions: Board of Directors, CEO, General Manager, International
Sales Manager, Business Development Manager, Regional Sales
Manager, Product Manager, Market Manager, Service Manager,
Parts Manager, Acct. Manager, Marketing/Business Consultant,
Instructor
Enjoy sailing, soccer, badminton, golf and camping
Introductions - Students
Your name?
Intended Perceived
Message Message
Encode Decode
Sender Medium Receiver
Audiences
Target Audience:
group of consumers singled out by an
organization for an advertisement or
campaign
Household Consumers
Business Organizations
Trade Channels (personal selling)
Professionals
Government
Advertising and Brand Promotion
effectiveadvertising as part of an overall
integrated brand promotion is a key factor in
the success of brands
(OGuinn, Allen, and Semenik, 2007, p. 20)
advertisingplays a critical role in brand
development
(OGuinn, Allen, and Semenik, 2007, p. 21)
Brand:
a name, term, sign symbol, or any other
feature that identifies one sellers goods or
service as distinct from those of other
sellers
(OGuinn, Allen, and Semenik, 2007, p. 21)
Building Brand Loyalty
occurs when a consumer repeatedly
purchases the same brand to the
exclusion of the competitors brands.
Brand Equity
isbuilt when a company builds and
maintains positive associations with
the brand in the mind of the consumer.
Inelasticity of Demand
Brand loyal consumers tend to be less
sensitive to price increases. Economics
calls this inelasticity of demand.
Types of Advertising
Demand Stimulation:
Primary create demand for entire product category
(usually new products)
Selective point out a brands unique benefits compared
to competition
Response Advertising:
Direct act immediately
Delayed develop awareness and preference over time