Case 1: First, Please Watch The LinkedIn Learning Video On T
Case 1 First Please Watch The Linkedin Learning Video Marketing Pu
First, please watch the Linkedin Learning video “Marketing, publicity, co-op advertising” and then read the article below. Summarize your reading and ideas, and provide specific business examples to illustrate the value of various advertising in the business market. The article is: Yan, R. (2010). Cooperative advertising, pricing strategy and firm performance in the e-marketing age. Journal of the Academy of Marketing Science, 38(4).
Paper For Above instruction
The integration of marketing strategies, particularly cooperative advertising, plays a significant role in enhancing firm performance in the digital age. This paper summarizes key insights from the Linkedin Learning video “Marketing, publicity, co-op advertising” and the article by Yan (2010), focusing on the value of various advertising approaches within the business market.
The Linkedin Learning video emphasizes the importance of marketing and publicity efforts, especially cooperative advertising strategies involving collaboration between manufacturers and retailers. Such strategies leverage shared resources to maximize advertising impact, reduce costs, and increase market reach. Cooperative advertising allows firms to promote their products efficiently by sharing advertising expenses with partners, leading to increased brand visibility and sales.
Yan’s (2010) study investigates how cooperative advertising influences firm performance, particularly in the context of e-marketing. The research highlights that cooperative advertising can mitigate risks associated with advertising costs and amplify marketing efforts through resource sharing. The findings suggest that firms adopting cooperative strategies can better align their pricing strategies, improve competitiveness, and enhance overall performance.
In practical terms, businesses in the technology sector, such as Apple and its authorized resellers, exemplify cooperative advertising. By collaborating with retail partners and sharing advertising costs, these companies can effectively promote new products and increase consumer awareness. Similarly, in the automotive industry, manufacturers often partner with dealerships for joint advertising campaigns, which help to boost local sales and brand recognition.
The value of cooperative advertising in the business market is clear; it enables firms to extend their marketing reach while managing costs efficiently. It fosters strong partnerships, enhances brand credibility, and ultimately drives sales growth. Moreover, in the digital era, online cooperative advertising through shared social media campaigns and targeted digital ads further amplifies these benefits, reaching wider audiences at lower costs.
Overall, integrating cooperative advertising into the marketing mix offers significant advantages for firms seeking to improve their performance in the competitive, digital marketplace. Effective collaboration, strategic planning, and leveraging digital platforms are critical for maximizing the benefits of various advertising methods in the business market.
References
Yan, R. (2010). Cooperative advertising, pricing strategy and firm performance in the e-marketing age. Journal of the Academy of Marketing Science, 38(4), 531-550.
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