The article mainly deals with 6 questions about advertising, the promotional objectives and budgeting. I think that the content of the article is very comprehensive, specific and practical. It is intended for those who want to succeed in marketing program.
The author first discusses the importance, the significance of the advertisements through the examples. He also discusses the value of the advertisements. He tells us some specific approaches, such as why and how we should set the realistic objectives and what we should do in all phases of a firm’s promotional strategy.
Then the author explains detailedly how we should determine the promotional objectives. After that, he explains what the relevance of DAGMAR Model is. In this part, the author discusses the four hierarchical steps and four criticisms of DAGMAR Model.
Finally, the author detailedly explains to us some specific approaches about how we should establish and allocate the promotion budget.
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