An advantage of radio advertising is its ability to reach prospective customers on a
personal and intimate level.
A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to
enhance a brand’s value to is various stakeholders.
Many companies treat the various communication elements, such as advertising, sales
promotions, public relations, and so on, as virtually separate activities rather than
integrated tools that work together to achieve a common goal.
Green signifies purity, cleanliness, and mildness.
Because individual consumers inevitably will be at different levels of the hierarchy of
effects, marcom objectives should be based on the lowest level where any consumers
are located.
In Germany, the White Angel seal represents a promise to consumers that a product
carrying an environment claim is in fact legitimate.
One reason why it is essential that objectives be established prior to making
implementation decisions is that objectives provide a formalized expression of
management consensus.