Chapter 12 - Measuring the effectiveness of the IMC program. The goals of this chapter are: To understand the importance of, and reasons for and against, measuring the effectiveness of marketing communication; to establish some guidelines used in measuring IMC effectiveness; to evaluate alternative methods for measuring IMC effectiveness against industry-developed criteria for successful evaluation;...
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Lecture Advertising and promotion (2/e) – Chapter 12: Measuring the effectiveness of the IMC program
Lecture Advertisingandpromotion (2/e) – Chapter 12: Measuring the effectiveness of the IMC program
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Marketing communications Integrated marketing communications Lecture Advertisingandpromotion Measuring the effectiveness Measuring advertising effectivenessTài liệu có liên quan:
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