Advertising and Communication Management

adver Advertising Age advertising agency advertising and communication allocation alternatives appeal approach attitude audience basis brand manager buyers buying campaign manager cation chapter characteristics commercials communica communication campaign communication elements communication goals communication mix competitive considered consumer coupons creative decision discussed Dr Pepper effect emotional evaluation example expenditures exposure Figure humor implementation important indicate industrial instance keting magazines market offering marketing communication marketing mix marketing-communication Maytag media plan ment message distribution message format message idea developer munication nication objectives organization paign particular percent perceptual mapping personal selling personal-selling position possible pretesting problem Procter and Gamble product category psychographic publicity-PR purchase refutational response sales force sales promotion salespeople salesperson sample scheduling situation analysis specific stage strategy sumer target segment television tentative budget mix tion tising tive tone trade types vehicle vertising