MarketingManagement.pdf

284 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS the message. Any message can be presented in a number of ex ...

Developing and Managing the Advertising Campaign 285 Deciding on Reach, Frequency, and Impact Media selectioninvolves finding th ...

286 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS Rust and Oliver see the proliferation of newer media such a ...

Developing and Managing the Advertising Campaign 287 Given all of these media choices, the media planner must first decide on ho ...

288 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS Deciding on Geographical Allocation In allocating media geo ...

Sales Promotion Strategies 289 promotion(prices off, advertising and display allowances, and free goods), and business- and sale ...

290 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS Farris and Quelch, however, counter that sales promotion en ...

Sales Promotion Strategies 291 to select groups); (3) the duration(if the period is too short, many prospects will not be able t ...

292 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS PUBLIC RELATIONS STRATEGIES Not only must the company relat ...

Public Relations Strategies 293 tions); (4)lobbying(dealing with legislators and government officials to promote or defeat legis ...

294 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS newsworthy events to sponsor as a way of stimulating media ...

Notes 295 that evaluates the strategic roles of a variety of communications disciplines and com- bines these disciplines to prov ...

296 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS Communication Modality on Recall and Attitude,”Journal of C ...

Notes 297 1998, p. D3; “Ethical Funds Launches 4 New Mutual Funds,”Ethical Funds,January 17, 2000, http://www.ethicalfunds.com. ...

Managing Advertising, Sales Promotion, Public Relations The best advertising is done by satisfied customers. We will consider th ...

W e describe the nature and use of three promotional tools—advertising, sales pro- motion, and public relations. Although their ...

or more brands.^2 The Burger King Corporation used comparative advertising for its attack on McDonald’s (Burger King’s burgers a ...

There are five specific factors to consider when setting the advertising budget:^5 ■ Stage in the product life cycle:New product ...

■ Alka-Seltzer Alka-Seltzer antacid tablets have been the beneficiary of some of the most creative advertising in history: In 19 ...

The advertiser should conduct market research to determine which appeal works best with its target audience. Message Execution T ...