The Marketing Book 5th Edition

422 The Marketing Book elsewhere unless they are very determined to have the information. This seems to be because the design ta ...

Promotion 423 2001, Chapters 4 and 8). That is a well inten- tioned development, but it would be enough to use existing terminol ...

424 The Marketing Book for regarding the programme as having an unacceptable marketing purpose. (Independent Television Commissi ...

Promotion 425 Through the line A trend which may eventually banish this promotional apartheid has been gaining momentum in recen ...

426 The Marketing Book partners of a predecessor in Scotland had witnessed the conditioned reflex in favour of an advertising-le ...

Promotion 427 In fact, a budget is not an amountof money, as in colloquial usage, but a planfor spending it, as in the annual ‘b ...

428 The Marketing Book fact that they can be grouped into the four categories in Table 17.2. The descriptions under each group h ...

Promotion 429 buying a pig in a poke from a magician. For a dispassionate review of what is available, see Chapter 8 of Broadben ...

430 The Marketing Book posters in urban locations (what common usage calls ‘billboards’). ‘Outdoor’ media of this kind are seen ...

Promotion 431 reaching the target audience with the required message in this case. In others, however, con- scientious applicati ...

Identify message-creation objectives Generate ideas Check against research Formulate message concepts Execute concepts Pre-test ...

Promotion 433 is by no means invariable, and the process may be altogether less methodical in practice. Creative planning is a t ...

Identify message-delivery objectives Establish media allocation Monitor competition Match targets to media Draft strategic plan ...

Promotion 435 media consumption habits. An essential second step is to establish the media allocationwithin the advertising appr ...

436 The Marketing Book Examples of media planning in practice can be found in the relevant passages of the winning submissions f ...

Promotion 437 Turning to price, and acknowledging the British predilection to associate high price with high value, one finds th ...

438 The Marketing Book Table 17.4 Structure and content of the promotional plan 1 INPUTS What are we offering to whom? 1.1 Produ ...

Promotion 439 rising sun. The importance of so-called ‘man- datories’ is demonstrated by the house-style guide that enshrines BM ...

440 The Marketing Book scope for expert outsiders to argue successfully for alternative modes of execution, which may not necess ...

Promotion 441 It is a less common choice for publicity ini- tiatives, but equally possible. The introduction of a vehicle into t ...