Those responsible for most of the advertising and promotion decisions for consumer products are brand managers (client
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Question:
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 Pepsi - Cola or Mennen after- shave.
Show the problems that the differences, in the roles of brand managers and account executives, present in developing an Integrated Marketing Communication program for these brands?
Related Book For
Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-1260152302
11th Edition
Authors: George E Belch, Michael A Belch
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