ADV 318J Chapter Notes - Chapter 8: Marketing Mix, Media Mix, Doublemint
Document Summary
Introduction: executive summary, overview, situation analysis, cultural context, historical context. 3: market analysis, competitor analysis, objectives, quantitative benchmarks, measurement methods, criteria for success, time frame, budgeting, methods, amount. Justification: strategy, clear and concise articulation of how the plan will achieve its objectives, execution, copy strategy, media plan. 4. the card for the right reasons and get money back. Polo bridge in china, a site near beijing that marked the opening battle of japan"s invasion of. Persuading consumers to switch brands can be a long and expensive task k. Increasing sales i. two mortal problems with this as an objective first advertising and ibp alone cannot increase sales. Important to have knowledge of variable before and after. 3: example: increase the market share of heavy users of the product category using our brand from 22 to 25 percent, specify measurement methods and criteria for success.
