Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 7 - George E. Belch, Michael A. Belch
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 7 - George E. Belch, Michael A. Belch
Chapter 7 - Establishing objectives and budgeting for the promotional program. After completing this unit, you should be able to: To recognize the importance and value of setting specific objectives for advertising and promotion, to understand the role objectives play in the IMC planning process and the relationship of promotional objectives to marketing objectives, to know the differences between sales and communications objectives and the issues regarding the use of each,...