MKC- Pelsmacker – Chapter 6 : Budgets Chapter objectives: * Understand how communications budget may influence communications effectiveness. * Get an overview of theoretical and practical marketing communications budgeting methods. * Optimise share-of-voice decisions. * Indentify factors that influence budgeting decisions. * Decide upon a communications budget for a new product or brand. This chapter discusses the elemets a marketer should consider when making budget allocations
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to trading partnerships that aims for sustainable development of excluded or disadvantaged producers in the Third World. It seeks to achieve this by providing better trading conditions‚ by raising awareness and by campaigning (Krier‚ 2001 in de Pelsmacker & Janssens‚2007) Research has shown that the fair trade buying behavior of customers depends on a few variables. The impact of fair trade knowledge‚ attitudes towards the fair trade issue‚ the importance of the attitudes towards product-related
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statistically but making consumers aware of the full product campaign through all mediums. Pelsmacker et al (2004) demonstrates with the use of figure 1.1 different
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Introduction Whenever we see the newspaper or magazine‚ turn on the Television‚ or see the poster on building‚ we are confronted with advertisement. The commercial advertising is everywhere in our life. Advertising adopts a variety of appeals to cause customers’ cognition for the brand such as emotional appeals. (Vestergaard&Schroder‚ 1985) Therefore‚ excellent advertising campaigns will deeply strong the influence of product or brand in consumer’s mind. Finally‚ it can increase the sales of
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Fill‚ Chris. (2006). Simply Marketing Communications. Harlow‚ England: Financial Times Prentice Hall‚ Print. Levitt‚ Theodor (1960) “Marketing Myopia‚” Harvard Business Review 28‚ July-August 24–4 Investopedia Kitchen‚ Philip J.‚ and Patrick De Pelsmacker. (2004). Integrated Marketing Communications: A Primer. London: Routledge. Print. Smith P. R.‚ Ze Zook. (2011). Marketing Communications: Integrating Offline and Online with Social Media SayImGreen Sony Ericsson Mobile Communications. (2010). Sustainability
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cz/c1-48831250-kdyz-je-b2b-komunikace-masova. Bohutínská‚ J. (2008). Vizuální styl firmy: Komunikace na první pohled. Podnikatel [online]. 04.02.2011‚ retrieved from http://www.podnikatel.cz/clanky/vizualni-styl-firmy-komunikace-na-prvni-pohled/. De Pelsmacker‚ P.‚ Geuens‚ M.‚ & Van Den Bergh‚ J (2003). Marketingová komunikace. Praha‚ Česká republika: Grada Publishing. Fill‚ C. (1995). Marketing Communications : Frameworks‚ theories and applications. London‚ Great Britain: Prentice Hall. Gilliland‚ D
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” Journal of Marketing 62 (April 98): 1-13. (found in Anders Gronstedt and Lisa Stracuse‚ eds. The ABC’s of IMC: Building Blocks for Integrated Marketing Communication. NYC: Advertising Research Foundation‚1998. Bus HF 5415.123 A23 1998). De Pelsmacker‚ P.‚ Geuens‚ M. and Van den Bergh.‚ J.‚ (2004)‚ 2nd ed‚ “ Marketing Communications: A European Perspective”.(Harlow: Prentice Hall). Jobber‚ D.(1998). Principles and Practice of Marketing. 2nd ed. (London: McGraw Hill). Lee‚ J.A. (1966)‚ “Cultural
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Obama‚ B O ’Reilly‚ T. (27th December 2008). Google‚ WalMart‚ and MyBarackObama.com: The Power of the Real Time Enterprise. Retrieved from http://radar.oreilly.com/2008/12/google-walmart-mybarackobama.html Last Accessed on 26th April 2012. Pease‚ A Pelsmacker‚ P.D.‚ Geuens‚ M. & Bergh‚ J.V. (2010). Marketing Communications: A European Perspective (4th Ed.). Pearson Education Ltd.: Essex. Popkin‚ S. L. (1991). The Reasoning Voter: Communication and Persuasion in Presidential Campaigns. Chicago: University
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REBRANDING LEGO 1 BSc (IM) 6th semester‚ Bachelor Thesis Authors: Binh Thi Le Supervisor: Berit Kamp REBRANDING LEGO. AN ANALYSIS OF CAUSES AND SOLUTIONS IMPLEMENTED. Department of Marketing and Statistics Aarhus School of Business [02nd May 2011] REBRANDING LEGO Abstract 2 This paper describes the seven-year rebranding process undergone by the LEGO Group in between 2004 and 2010. In the first part of the paper there is a focus on describing the relevant literature concerning
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A Study Of Market Segmentation For UK Frozen Food Industry Abstract The objectives of this study are to perform market segmentation for a SME in the frozen food sector. The study could form a basis of segmentation framework for a SME like Eden Farm‚ the framework once developed from academic literature would help to undertake a market segmentation in the frozen food industry with relevant segmentation criteria which would form a basis of targeting
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