May 202015
 
Advertising awareness and recall metrics

Advertising awareness metrics In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics. There are four main advertising awareness metrics that can Read full article…

Aug 062014
 

  What are the extra communication challenges faced in today’s media environment? As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below. Less control of message Need more variety of communication tools Need to be more entertaining Use Read full article…

Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Jul 172014
 

  The difference between the marketing concept and the promotional era In a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing textbooks also referred to as marketing eras. Typically there are Read full article…