Competitive parity
Give this one a try later!
Budget is set so firm's share of communication expenses equal its share of
the market
2. conduct a situation analysis
Give this one a try later!
-SWOT - strengths, weaknesses, opportunities, threats
-identifies firm's competitive advantage
,5. evaluate and select media
Give this one a try later!
-media planning
-media mix
-media buy
-Mass vs Niche media
-the right medium
-advertising schedule
star
Give this one a try later!
high market growth rate, high relative market share
Impressions
Give this one a try later!
the number of times an advertisement appears in front of the user
publications
Give this one a try later!
, - brochures, special-purpose single-issue publications such as books
- inform various constituencies about the activities of the organization and
highlight specific areas of expertise
3. identifying and evaluating opportunities
Give this one a try later!
-Segmentation
-Targeting
-Positioning
Clicks
Give this one a try later!
how many times a person clicked on a specific ad
the advertising schedule
Give this one a try later!
continuous, flighting, pulsing
3. sociocultural analysis
, Give this one a try later!
-power distance
-uncertainty avoidance
-individualism
-masculinity
-indulgence
-time orientation
competitive advantage
Give this one a try later!
-customer excellence
-locational excellence
-product excellence
-operational excellence
Passive
Give this one a try later!
Offline - Advertising, Sales Promotion, Public Relations, Direct Marketing
Online - Direct Marketing
media mix
Give this one a try later!
Give this one a try later!
Budget is set so firm's share of communication expenses equal its share of
the market
2. conduct a situation analysis
Give this one a try later!
-SWOT - strengths, weaknesses, opportunities, threats
-identifies firm's competitive advantage
,5. evaluate and select media
Give this one a try later!
-media planning
-media mix
-media buy
-Mass vs Niche media
-the right medium
-advertising schedule
star
Give this one a try later!
high market growth rate, high relative market share
Impressions
Give this one a try later!
the number of times an advertisement appears in front of the user
publications
Give this one a try later!
, - brochures, special-purpose single-issue publications such as books
- inform various constituencies about the activities of the organization and
highlight specific areas of expertise
3. identifying and evaluating opportunities
Give this one a try later!
-Segmentation
-Targeting
-Positioning
Clicks
Give this one a try later!
how many times a person clicked on a specific ad
the advertising schedule
Give this one a try later!
continuous, flighting, pulsing
3. sociocultural analysis
, Give this one a try later!
-power distance
-uncertainty avoidance
-individualism
-masculinity
-indulgence
-time orientation
competitive advantage
Give this one a try later!
-customer excellence
-locational excellence
-product excellence
-operational excellence
Passive
Give this one a try later!
Offline - Advertising, Sales Promotion, Public Relations, Direct Marketing
Online - Direct Marketing
media mix
Give this one a try later!
