MBA 市场营13-IMC.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Cost Effectiveness by Buyer Readiness Stage 6 Current Consumer States for Two Brands 7 Measures of Audience Size Circulation Audience Effective audience Effective ad-exposed audience 7 Evaluating Advertising Effectiveness Communication Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research 7 Coordinating Media to Build Brand Equity Brand Signature Media Interactions Ad Retrieval Cues 8 Assignment for This Week Read chapter 15－17 of the textbook; Finish quiz 14 on time; finish all