Text book review - Chapter 1 1. Advertising: to turn the...

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Chapter 1 1. Advertising: to turn the mind of the prospective customer toward the brand. (P6) Promotion: to produce immediate purchase of the brand. (P7) 2. Direct mail, personal selling, social media ads, etc. (figure 1.1) 3. 4. Because although the use of many media ca increase the reach of a campaign, such a practice is prohibitively expensive and is not very efficient for achieving the frequency and continuity that most brands require. 5. Table 1.6 P16 6. Use high-quality advertising to announce the price-off promotion 7. Corporate Brand Equity: (P18-20) It is of most interest to corporate accountants and industry investors; measuring leadership, internationality, stability, market strength, market trend, support, and protection; cannot be taken for granted in the long term and show surprising volatility even on an annual basis; marketing activities overall cause the changes in a brand’s value Brand Item Equity: Measuring two types of brand-item equity: value equity and uniqueness equity Chapter 2 1. Prerequisite for marcoms campaign planning, ad or promotion processing, brand communication effects, customer decision stages (P24) 2. 3.
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This note was uploaded on 02/05/2012 for the course ADV 826 taught by Professor Dr.constantinosk.coursaris during the Spring '11 term at Michigan State University.

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Text book review - Chapter 1 1. Advertising: to turn the...

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