Marcom implementation decisions include the choice of messages, media, mixture of
marcom elements, and the achievement of a continuous message presence, or
momentum.
Lack of verified data regarding audience characteristics has retarded the growth of the
out-of-home industry and has prevented many advertisers from investing heavily in this
type of advertising medium.
Consumer packaged-goods companies are the biggest users of sales promotion.
Research has shown that effective television advertising must possess a strong selling
proposition.
The brand lift index gauges the average increase of in-store decision purchases when
point-of-purchase is present versus when it is not.
A household represents an independent housing entity, either rental property or owned
property.