media channels, and message strategy that enabled company’s marketers to communicate a message in the most effective way to a largest number of potential customers at an optimal cost.
media channels, and message strategy that enabled company’s marketers to communicate a message in the most effective way to a largest number of potential customers at an optimal cost.
Chapter16: Integrated Marketing Communications
Section: Chapter Questions
Problem 8DRQ
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select a company eyeglasses (local or international) and analyse a media plan for a specific marketing project (an ongoing advertising campaign, launch of a new product, brand extension promotion, or similar). Students need to identify the key components of an advertising message, and to identify the segments of the existing or future/potential customers. The goal of this analysis is to identify factors that led to the combination of a specific target
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