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Advertising and Promotion Management
Setting the Budget
21 other sections not shown
action objectives Advertising Age advertising and promotion advertising or promotion Advertising Research advertising strategy attention benefit claims brand attitude strategy brand awareness brand choice brand loyals brand purchase intention brand recall brand recognition brand switchers budget buyer campaign category need category users Chapter communication effects communication objectives Consumer Research cost decision maker demographic Diet Coke direct mail direct matching emotional example exposure factors favorable brand Figure groups high involvement/informational increase involvement brand attitude Journal of Advertising Journal of Marketing learning low involvement brand low involvement/transformational magazines market share marketing mix measures media plan media selection media vehicle medium minimum effective frequency motivation newspapers other-brand loyals overall percent personal computer point of purchase price-off problem processing product category profit promotion offers prospective psychographic purchase cycle purchase facilitation qualitative research radio sample Table target audience television transformational trial TV commercials versus visual wearout