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A.N.A. Annual Meeting A.N.A. Member price accumulates key advertising adver advertising and promotion advertising awareness advertising dollars advertising evaluation advertising investment advertising results analysis Anonymous Advertising assessing advertising return assessing the return Brand Management brand name brand positioning Combe Incorporated commercial communications goals consumer attitudes Consumer Franchise Building consumer promotion Copy Testing corporate cumulative learning designed market experiments devoted to advertising Director of Marketing Discussion Opening Remarks dollar investment E. F. Hutton econometric models experience with ROAI factors firms Franchise Building Activities Henry Schachte HUGH JACKSON LIBRARY input and consumer/sales James Jordan Jordan Leo Burnett long-term consumer franchise market share marketing investment marketing mix Marketing Science Institute Marlboro measure ROAI measure the return ment money devoted Panel Discussion Opening perspective Plummer pre-emptive advertising Presented at l978 return on advertising return on investment ROMI sales and profits Sales Promotion sound advertising strategy tising variables Vice President Virginia Slims