Many business executives have no idea how effective their advertising and promotion efforts really are. In this book, Leonard Lodish examines a variety of ways such efforts can be tested and arrives at conclusions that challenge conventional notions about the way advertising dollars should be spent. Citing numerous examples from actual campaigns, Lodish discusses product positioning, product mix, setting advertising objectives, budgeting, decisions on copy, decisions on media, and choosing the right way to obtain ...
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Many business executives have no idea how effective their advertising and promotion efforts really are. In this book, Leonard Lodish examines a variety of ways such efforts can be tested and arrives at conclusions that challenge conventional notions about the way advertising dollars should be spent. Citing numerous examples from actual campaigns, Lodish discusses product positioning, product mix, setting advertising objectives, budgeting, decisions on copy, decisions on media, and choosing the right way to obtain advertising services. He concludes that many executives, settling for convenient quantitative techniques that generate very precise information, are often led to make misguided decisions.
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Add this copy of The Advertising and Promotion Challenge: Vaguely Right to cart. $1.99, like new condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 1986 by Oxford University Press, USA.
Add this copy of The Advertising and Promotion Challenge: Vaguely Right to cart. $4.37, good condition, Sold by Wonder Book - Member ABAA/ILAB rated 5.0 out of 5 stars, ships from Frederick, MD, UNITED STATES, published 1986 by Oxford University Press, USA.
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Good. Good condition. Good dust jacket. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains.
Add this copy of The Advertising and Promotion Challenge: Vaguely Right to cart. $40.55, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Hialeah, FL, UNITED STATES, published 1986 by Oxford University Press.
Add this copy of The Advertising and Promotion Challenge: Vaguely Right to cart. $72.93, new condition, Sold by GridFreed rated 5.0 out of 5 stars, ships from North Las Vegas, NV, UNITED STATES, published 1986 by Oxford University Press.
Add this copy of The Advertising and Promotion Challenge: Vaguely Right to cart. $81.73, new condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Hialeah, FL, UNITED STATES, published 1986 by Oxford University Press.
