Advertising and Promotion: An Integrated Marketing Communications Perspective

adver Advertising Age advertising and promotion advertising message Airwalk and/or appeal areas attitudes behavior brand managers broadcast budget business-to-business buyers cable campaign channels chapter clients commercials companies competition consumers cost coupons create creative customers decision determine develop direct marketing direct-response discussed effective evaluation example execution EXHIBIT exposure factors Figure firm global groups IMC Perspective important increase industry infomercials integrated marketing communications Internet involved magazines major measures medium method million national advertisers needs Nestlé newspapers Nike objectives offer Pepsi percent personal selling position premium problems Procter & Gamble product or service products and services promotional mix promotional program public relations purchase radio rates reach response retailers role sales promotion sampling shows specific strategy sumers sweepstakes target audience target market telemarketing television tion tising trade users various vertising viewers Wall Street Journal