Marketing Communications: Integrating Offline and Online with Social Media by P. R. Smith & Ze Zook

Author:P. R. Smith & Ze Zook [Smith, P. R.]
Language: eng
Format: mobi
Publisher: Kogan Page Non-Trade
Published: 2011-05-02T14:00:00+00:00

– One creative decision facilitates harmonization of creative treatments, particularly in areas of media overlap.

– Media policies – manage the media overlap between countries to maximize effectiveness and recommend preferred media choice in specific territories.

– Budgets – determine local budgets for each product in each market so that the method of allocating resources is balanced.

– Agree an activity programme and a specific reporting system to facilitate easier management.

Disadvantages of central strategy and central production

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