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Unformatted text preview: program, known as the five M’s, viz. Mission: • What are the objectives? • What is the key objective? Money: • How much is it worth to reach my objectives? • How much can be spent? Message: • What message should be sent? • Is the message clear and easily understood? Media: • What media vehicles are available? • What media vehicles should be used? Measurement: • How should the results be measured? • How should the results be evaluated and followed up?...
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11