Jul 16, 2017

how advertising can be used to generate buzz. What are some of the dangers of this method?

This paper concentrates on the primary theme of how advertising can be used to generate buzz. What are some of the dangers of this method? in which you have to explain and evaluate its intricate aspects in detail. In addition to this, this paper has been reviewed and purchased by most of the students hence; it has been rated 4.8 points on the scale of 5 points. Besides, the price of this paper starts from £ 40. For more details and full access to the paper, please refer to the site.

Product, Advertising and Brand Essay #2


1. Because of expenses, the new product development stages for convenience goods should be reduced to idea generation, screening, and then, product development and commercialization (national roll-out). The savings (from streamlining the development process) will be used in an exorbitant, initial pull promotion campaign. After that, coupons will be offered every third week. With the pull strategy and couponing, the consumer will view the brand and product category as synonymous. 

Do you agree or disagree with this strategy? Why or why not?


2. Buzz can be created in a variety of ways, for example, advertising. Explain how advertising can be used to generate buzz. What are some of the dangers of this method?


3. Corben Inc. has a successful brand with the name Crunz. The market size in which Crunz competes is $4 billion, and Crunz has generated sales of $400 million. It has a contribution margin of 30% and annual fixed costs of $20 million. Corben Inc. is thinking of introducing a new brand under the name of Zaturn. Zaturn will compete in the same market as Crunz. The annual fixed costs for this brand are expected to be $40 million.

If it is launched, Zaturn will capture 10% of the market. It has a contribution margin of 40%. Half of the sales of Zaturn will be cannibalized from the sales of Crunz. An alternative strategy for Corben Inc. is to cancel the introduction of Zaturn and instead to spend the $40 million (on an annual basis) to promote Crunz. This action is expected to increase the sales for Crunz by 50%. Both brands (Crunz and Zaturn) sell at the same price.

Where should the company spend the $40 million and why? Show all calculations!


PRODUCT, ADVERTISING AND BRAND Student name: University: PRODUCT, ADVERTISING AND BRAND Question One I agree with the strategy simply because the strategy selected for the advertisement of a new product depends on the type of product, market and the product life cycle stages. A pull strategy tries to make the customers to pull the manufactured goods from the producers through the marketing channels. The business focuses its marketing communication struggles on customers in the hope of encouraging interest and demand for the manufactured goods at the end user leve


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