Advertising Research
- Topics:
- Brand Strategy,
- Direct Marketing,
- Print Advertising
- Tags:
- Advertisement,
- Sales Promotion,
- Sales Force Management,
- Sales Channel,
- Sales,
- Marketing Research,
- Marketing,
- Direct Marketing,
- Advertising & Promotion,
- Sales Strategy
- Source:
- Decision Analyst
FREE Registration is required
Overview: Advertising is primarily a strategic weapon. Its total effects must be evaluated in the context of years, not weeks or months. Advertising cannot compete with sales promotion and direct marketing activities in generating short-term (less than one year) sales effects. But in the long-term, the cumulative force of good advertising can achieve results which cannot be equaled by sales promotion or direct marketing activities. This paper offers some thoughts about how best to use advertising in the packaged goods categories.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: PDF | Size: 290KB | Date: Aug 2005 | Pages: 3
