Those responsible for most of the advertising and promotion decisions for consumer products are brand managers (client
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Those responsible for most of the advertising and promotion decisions for consumer products are brand managers (client side) and account executives (agency side). These individuals are usually well paid, well-educated marketing professionals living in urban areas. Consider the typical consumer for a brand such as Budweiser beer or Mountain Dew soft drinks. What problems could these differences present in developing an IMC program for these brands? How might these problems be overcome?
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Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-1260152302
11th Edition
Authors: George E Belch, Michael A Belch
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