Lecture 24: Tuesday, Dec 8, 1998

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Jump To Slide Advertising and Marketing Plans Today’s Agenda PPT Slide Purchase Decision Process: Buyer Readiness States Purchase Decision Process: Buyer Readiness States Purchase Decision Process: Buyer Readiness States Approaches to Setting the Total Promotion Budget Approaches to Setting the Total Promotion Budget Approaches to Setting the Total Promotion Budget: % of Sales Method Approaches to Setting the Total Promotion Budget Approaches to Setting the Total Promotion Budget:Competitive Parity Method Approaches to Setting the Total Promotion Budget Missing Overhead Some Basics of Evaluating Advertising Missing Overhead The Marketing Plan in Context Elements of a Marketing Plan Missing Overhead