What is the value of knowing industry average of communications ...

[jake]

What is the value of knowing industry average of communications performances?

Question 2

The marketing communications manager should collect what types of information about norms?

[flexer1n1]

Answer to Question 1

Knowing the industry average of communications performance can help the manager determine whether the desired level of the selected objective should be at, above, or below the brand's past performance.

Answer to Question 2

Marketing communications managers should gather information about the norms of brand awareness (and/or brand attitude, brand purchase, and repeat purchase) measures and especially the norms of the measure that they use to gauge communications performance.

[jake]

Gracias!

[alvinum]

Thanks for the timely response, appreciate it