A Master Class in Brand Planning: The Timeless Works of Stephen King by Judie Lannon & Merry Baskin

Author:Judie Lannon & Merry Baskin
Language: eng
Format: mobi
ISBN: 9780470468432
Publisher: Wiley Publishing
Published: 2009-05-17T14:00:00+00:00

Unless such questions are answered, no one can start to set advertising budgets. They cannot be set by some formula in the marketing department.

2. On the basis of these strategic decisions, the next stage is considering the role of advertising: exactly how is it supposed to work (King, 1975)? Again, without a clear judgment here, it is not feasible to plan budgets, media selection or creative approach. Specifically, we have to consider whether (in addition to short-term stimulus) advertising does have or should have a role in building lasting added values. Should it be aiming for more, less or the same added values as in the past?

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