This preview shows page 1. Sign up to view the full content.
Unformatted text preview: and Emotional Effec ts of
Advertis ing Creativity ,” Mark eting Sc ienc e 28 (September/Oc tober 2009), pp. 935–49; Matthew Shum, “Does
Advertis ing Overc ome Brand Loy alty ? Evidenc e from the Break fas t Cereal Mark et,” J ournal of Ec onomic s and
Management Strategy 13, no. 2 (2004), pp. 77–85.
14. “Got Milk ?” ht t p: / / www. got milk . c om/ fun/ ads . ht ml (ac c es s ed Marc h 11, 2010).
15. Elaine W ong, “Rebec c a Romjin Mak es Milk Run, ” Brandweek , January 13, 2010.
16. ht t p: / / www. mark et ingpower. c om/ _lay out s / Dic t ionary . as px ?dLet t er= P (ac c es s ed April 6, 2010).
17. ht t p: / / blog. c wt v. c om/ 2009/ 01/ 23/ gos s ip-girl-c hac e-c rawford-s t ars -in-ps a-c ampaign-for-t eens -for-jeans / (ac c es s ed April 22, 2010).
18. ht t p: / / www. aad. org/ media/ ps a/ index . ht ml (ac c es s ed April 22, 2010).
19. The Ad Counc il, “His t oric Campaigns , ” ht t p: / / www. adc ounc il. org/ default . as px ?id= 61 (ac c es s ed April 5, 2010). 2011 McGraw-Hill Higher Education
Any us e is s ubject to the Term s of Us e and Privacy Notice.
McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 9/9 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook
Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Step 3. Determ ine the Advertising Budget
T he various budgeting methods for marketing communication (Chapter 17) also apply to budgeting
for advertising. F irst, firms must consider the role that advertising plays in their attempt to meet their
overall promotional objectives. Second, advertising expenditures vary over the course of the product
life cycle. T hird, the nature of the market and the product influence the size of advertising budgets.
T he nature of the market also determines the amount of money spent on advertising. F or instance,
less money is spent on advertising in B2B (business-to-business) marketing contexts than in B2C
View Full Document
This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08