Abstract
The issues to be addressed in Chapter 17 include:
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1
The nature of the communication process.
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2
The role of advertising and its influence on consumers’ choice behaviour.
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3
Selecting promotion objectives.
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4
The development of a promotional strategy.
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5
Setting advertising budgets.
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6
The measurement of advertising effectiveness.
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Notes and References
The Process and Effects of Mass Communications (Urbana: University of Illinois Press, 1955).
See C. Shannon and W. Weaver, The Mathematical Theory of Communication (Urbana: University of Illinois Press, 1962).
Philip Kotler, Marketing Management (Englewood Cliffs, N.J.: Prentice-Hall, 1972) 2nd edn.
What Do We Know about How Advertising Works?, J. Walter Thompson Company Ltd, booklet 25, reprinted in C. Weinberg, P. Doyle, P. Law and K. Simmons (eds), Advertising Management (London: Harper & Row, 1974).
Robert E. Smith and William R. Swinyard, ‘Information Response Models: an integrated approach’, Journal of Marketing 46 (Winter 1982) pp. 81–93.
Herbert E. Krugman, ‘The Impact of Televison Advertising: learning without involvement’, Public Opinion Quarterly 20(3) pp. 349–56.
Abraham H. Maslow, ‘A Theory of Human Motivation’, Psychological Review 50 (1943).
Robert J. Lavidge and Gary A. Steiner, ‘A Model for Predictive Measurements of Advertising Effectiveness’, Journal of Marketing, 25 (October 1961).
Harper W. Boyd Jr, Michael L. Ray and Edward C. Strong, ‘An Attitudinal Framework for Advertising Strategy’, Journal of Marketing, 36 (April 1972) pp. 27–33.
R. D. Buzzell and M. J. Baker, ‘Sales Effectiveness of Automobile Advertising’, Journal of Advertising Research, 12 (3) (1970) pp. 3–8.
In Journal of Marketing, (1972), see n. 9 above.
The implicit assumption is that we are concerned with product classes which are reasonably close substitutes for one another, e.g. alternative forms of entertainment, of transportation or forming metals or constructing buildings, etc.
John O’Shaughnessy Competitive Marketing: A Strategic Approach (Winchester, Mass.: Allen & Unwin, 1984).
Graham J. Hooley, Christopher J. West and James E. Lynch, Marketing Management Today (Cookham: Institute of Marketing, 1983).
Spending Advertising Money (London: Business Books, 1970).
See n. 15 above.
International Journal of Advertising, 4 (1985).
D. Corkindale and S. Kennedy, The Evaluation of Advertising Objectives, Marketing Communications Research Centre, Cranfield School of Management, Report 10 (November 1974).
Marketing Week (1 June 1990).
See n. 19 above.
See n. 6 above.
Seen. 4 above.
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© 1992 Michael J. Baker
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Baker, M.J. (1992). Promotion Policy and Management. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_17
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DOI: https://doi.org/10.1007/978-1-349-22167-7_17
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