Marketing managenment一題 解題 - 企管

※ 引述《caledonia (Nothing...)》之銘言：
: An ad executive states
: "only objective of advertising is to increase sales of brand"
: what might this be a limited view of advertising?
: What other objectives could advertising have?
Actually, advertising has multuple objectives in marketing field. Of course,
one of the primary purposes is to increase sales, but advertising also could
be used to enhance or improve a company's image, to attack competitors, to
protect own company from competitors' attacks, to create brand awareness,
to create a different position in consumer's mind, or just do deliver message.
increasing sales of brand is just one of consequences of advertising but not
all of them.
: Finally, a marketing researcher has read that if u want to increase sales for
: ur product, use the color red.....
: Why may this view be incorrect from the perspective of what u know about
: the impact of color on arousal???
: 麻煩大家了
This view could be incorrect because red is an arousing color. By using
arousing color in ads or on products, consumers may perceive the product
more exciting, sexy, or passionate, but these associations may not what the
managers want to express. For example, a hospital manager won't want his
customers to be aroused in the hospital, a laptop designer might wish his
laptop to be "cool". So, the effects of using arousing color should be depend
on the objectives of marketing communication.
: 謝謝

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