Something you can't sell Industry Email List needs no attention, is the thought. Kotler describes 4 alternatives for cutting the advertising budget: 1. Shift the advertising budget to products that are still abundantly Industry Email List available This is an obvious response, but risky. Often the products that are still available in abundance are at the end of their life cycle or have low margins. Advertising on these products certainly Industry Email List does not always result in an increase in sales. 2. Shift the advertising budget to products that have just been launched and are still at the beginning of their product lifecycle Products that still need intensive promotion to generate market awareness and interest.
It is expected that the investment Industry Email List in times of shortage will then be repaid more quickly in times of abundance. 3. Shift the advertising budget towards advertising to teach the customer how to use the product more Industry Email List economically, more economically or more sustainably This form of advertising can lower the demand for scarce products, reduce the negative effects of less scarce products and build goodwill with Industry Email List the public. This does require nuance and sincerity. This form of advertising can quickly be experienced as a marketing ploy to polish the image, as is the case with ' greenwashing.
Sponsor messages to defend the Industry Email List company against all forms of criticism imaginable During the oil crisis, some oil companies ran full-page advertisements explaining that they needed their generous profits to invest in new oil fields and refineries. The effect of this way of advertising has not been demonstrated. Yet it is Industry Email List widely used again, through social media, through selective sponsoring of research and even through the promotion of fake news. Advertising Policy Benefit Disadvantage 1. Shift Industry Email List advertising budget to products that are still available Make up excess stock Excess products often at the end of their life cycle, so advertising has little effect, plus low margins.