ABSTRACT
In the past few decades, a number of alternative media and promotion options have emerged by which marketers can communicate to consumers. A modern marketing communications program might consist of television, radio, magazine, and newspaper advertising; consumer and trade promotions; direct response, point-of-purchase, sponsorship, and public relation activities; as well as a number of other nontraditional media. Although these options provide much flexibility in targeting customers and communicating messages, they also differ on a number of dimensions, making it difficult for managers to appreciate how they can and should be used when developing brand strategies. Despite this fact, and the reality that the vast majority of an advertising campaign budget goes to media and promotion expenses, research has provided little guidance on how to evaluate different combinations of marketing communication elements.
