Advertising, Promotion, and other aspects of Integrated Marketing Communications (10th Edition)

Chapter 16

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Selection of the target audience is crucial:... more

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Gross Rating Points or GRPs relate to the "total ... more

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Reach is a term that is associated with ... more

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CPM or Cost Per Thousand is the cost incurred for ... more

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Cross-channel marketing is a customer-centric ... more

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Three exposure hypothesis refers to the minimum ... more

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Exposure to the advertising vehicle implies the ... more

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CPM or cost-per-thousand is considered an ... more

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Reach is denoted as the percentage of the target ... more

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The Reach will be lower if the advertising budget ... more

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The GRP of C5 is the highest, i.e., 90. ; Gross ... more

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Rating is a measure of the media channel's ... more

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