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identify how the different companies you work for use different media in order to achieve different levels on the

hierarchy of effects model. Try to find out:

  • which platforms work best for which objectives
  • and how this varies by industry and product type.

If the student demographics are similar to other MBA courses, we will likely find that 80-90% of you come from B2B environments. We will also likely find that the B2C companies are making far more use of online and social media marketing platforms. A crucial learning point to emerge could be for the B2B people to think about how they might adopt some practices that currently occur in B2C markets.

Keeping both of these figures in mind, tell us how you use different platforms to achieve different things on the hierarchy of effects models.




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