Author Question: What promotion considerations should be included in a marketing ... (Read 13 times)

Pineappleeh · **on:** Jun 28, 2018

What promotion considerations should be included in a marketing plan?

Question 2

Which type of variance is characterized by communality?
a. common variance
b. specific variance
c. error variance
d. systematic variance

Chocorrol77 · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

There are several questions that we want to ask (and answer) in this section. First, what kind of exposure do we wantdo we want to promote a lot so that tons of people know about us, or do we want to be a bit more exclusive? Second, what is the goal of the integrated marketing campaign? Third, what is the message of the advertising communicationswhat exactly are we trying to say to our customers about our products? What do we want them to think about us? Fourth, what media fit our positionTV, newspaper, Internet, radio? Fifth, how do we measure the effectiveness of our ads? For example, this is done easily with counting the number of click-thrus with Internet-based ads. Sixth, we have to decide how to budget across our integrated marketing campaign. All this information goes in the marketing plan.

Answer to Question 2

A