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The objective of frequency value planning is to select the media schedule that generates
the most exposure value per gross rating point.
Personal selling is one-way communication, as are the other promotional tools.
The objective of marketing communications is to enhance brand equity as a means of
moving customers to favorable action toward the brand.
Measuring marcom effectiveness is relatively simple, and most organizations are
currently doing a sophisticated job of doing so.
Explain the concept of geodemographic targeting and how it is being used in today's
marketplace.
Bill-back allowances are for retailers who feature the manufacturer's brand in
advertisements or for providing special displays.
Discuss the implications associated with consumer miscomprehension.
Motivation is high when a message relates to a person's present goals and needs.
