The Effectiveness of Product Placement for the Automobile Industry and Its Impact on Consumer Behavior

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Publisher : GRIN Verlag
ISBN 13 : 3640149106
Total Pages : 86 pages
Book Rating : 4.6/5 (41 download)

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Book Synopsis The Effectiveness of Product Placement for the Automobile Industry and Its Impact on Consumer Behavior by : Frank Günnemann

Download or read book The Effectiveness of Product Placement for the Automobile Industry and Its Impact on Consumer Behavior written by Frank Günnemann and published by GRIN Verlag. This book was released on 2008-09 with total page 86 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (1,0), Hawai'i Pacific University, 80 entries in the bibliography, language: English, abstract: The use and practice of product placement - also referred to as brand placement - has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print media, and video games. This research paper investigates the effective of product placement for the automobile industry and its actual effect on consumer behavior. However, consumers' attitudes, perceptions, and values tend to differ depending on their culture; thus, further research shall concentrate on the possible differences between American, European, and Asian consumers. First, the introduction will state the objective of the study as well as research purposes. Next, the background of the study will present a conceptual framework, theoretical foundations on which the research will be based, development of research questions that are to be answered, and a hypotheses development. As it follows, the research methodology will formulate the information needs and data collection methods, the questionnaire development, and the sample design. The data analyses and findings part will use descriptive statistics and present the results from the quantitative research as well as other findings. Ultimately, in the conclusion the findings and results will be discussed, limitations of the study will be acknowledged, and possibilities for future research will be stated. ...]

The effectiveness of product placement for the automobile industry and its impact on consumer behavior

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Author :
Publisher : GRIN Verlag
ISBN 13 : 3640148827
Total Pages : 79 pages
Book Rating : 4.6/5 (41 download)

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Book Synopsis The effectiveness of product placement for the automobile industry and its impact on consumer behavior by : Frank Günnemann

Download or read book The effectiveness of product placement for the automobile industry and its impact on consumer behavior written by Frank Günnemann and published by GRIN Verlag. This book was released on 2008-08-29 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (1,0), Hawai'i Pacific University, language: English, abstract: The use and practice of product placement – also referred to as brand placement – has risen dramatically over the last few years. Here, especially the automobile industry is a major player by spending millions of dollars for strategically placing products and brands not only in blockbusters and movies, but increasingly also in various television programs, print media, and video games. This research paper investigates the effective of product placement for the automobile industry and its actual effect on consumer behavior. However, consumers’ attitudes, perceptions, and values tend to differ depending on their culture; thus, further research shall concentrate on the possible differences between American, European, and Asian consumers. First, the introduction will state the objective of the study as well as research purposes. Next, the background of the study will present a conceptual framework, theoretical foundations on which the research will be based, development of research questions that are to be answered, and a hypotheses development. As it follows, the research methodology will formulate the information needs and data collection methods, the questionnaire development, and the sample design. The data analyses and findings part will use descriptive statistics and present the results from the quantitative research as well as other findings. Ultimately, in the conclusion the findings and results will be discussed, limitations of the study will be acknowledged, and possibilities for future research will be stated. [...]

The Impact of Product Placement on Consumer Purchasing Behavior

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Publisher :
ISBN 13 :
Total Pages : 158 pages
Book Rating : 4.:/5 (787 download)

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Book Synopsis The Impact of Product Placement on Consumer Purchasing Behavior by : Serge Bechara Sacre

Download or read book The Impact of Product Placement on Consumer Purchasing Behavior written by Serge Bechara Sacre and published by . This book was released on 2007 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Product placement has existed for a very long time, and opinions have been quite divergent regarding its efficiency. That is why we see brands that are always p resent in movies (Sony, BMW, Pepsi, etc ...), whereas other companies seem to thi nk it is a waste of time and resources, and the return is not worth the investme nt. The purpose of my research is to find out whether the investment is worth it or not, and I will do so by studying the change in consumers' attitudes, and theref ore purchasing behavior, after being exposed to this marketing strategy.

Automotive Marketing Methods and Practice

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Publisher :
ISBN 13 :
Total Pages : 194 pages
Book Rating : 4.3/5 (555 download)

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Book Synopsis Automotive Marketing Methods and Practice by : Patricia L. Braden

Download or read book Automotive Marketing Methods and Practice written by Patricia L. Braden and published by . This book was released on 1979 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt:

They Say They Want a Revolution

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Author :
Publisher : iUniverse
ISBN 13 : 0595298389
Total Pages : 172 pages
Book Rating : 4.5/5 (952 download)

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Book Synopsis They Say They Want a Revolution by :

Download or read book They Say They Want a Revolution written by and published by iUniverse. This book was released on 2003 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many of those in charge of brand strategies are clueless as to why the old ways of marketing are no longer effective. They continue their Madison Avenue crusades with disingenuous fervor. Plan their strategies with reach and frequency projections and then continue to target their audiences with 30-second sound bites. Yet they're mystified, unable to explain how it is they execute flawlessly, but still their market share declines. From 1996 to 2000, the Big Three automotive companies increased their marketing cost per vehicle by 87 percent. Yet, their combined market share dropped by more than four percentage points! Detroit is not alone in its marketing futility. Nearly every product niche is experiencing the same. Overwhelmed by brand overload, deafened by market din, and empowered by new technologies, the consumer is no longer a passive target simply awaiting directives from the marketing establishment. With the ultimate desire to touch, and be touched, the consumer has taken control of when, where, and how they retrieve information relevant to their purchasing decisions. Whether it's the TiVo control that allows them to effortlessly fly past commercials, interactive DVDs that simultaneously engage and enlighten, or intelligent web sites that cater to their individual needs, the consumer has ascended the throne.

The utilization of customer journey mapping in the automotive industry

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Publisher : GRIN Verlag
ISBN 13 : 3656844534
Total Pages : 27 pages
Book Rating : 4.6/5 (568 download)

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Book Synopsis The utilization of customer journey mapping in the automotive industry by : Tobias Staudt

Download or read book The utilization of customer journey mapping in the automotive industry written by Tobias Staudt and published by GRIN Verlag. This book was released on 2014-11-24 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,2, Leipzig Graduate School of Management, course: Service Retail and Marketing, language: English, abstract: Commoditized products and volatile market environments frame the setting that companies are facing today. Thereby, the importance of differentiation as key to company’s growth is more relevant than ever. It is widely assumed that differentiation often refers to products or market positions. However, more recently, the concept of Experience Based Differentiation (EBD) emerged as an idea for companies to build sustainable relations and loyalty by delivering a superior, differentiated experience to customers. Managers have become increasingly aware that customers are their most valuable assets. However, pure Customer Relationship Management (CRM) is not sufficient anymore. Thus, Customer Experience Management (CEM) takes CRM to the next level by integrating customer experience (CEx) and emotions during interactions into consideration (Fatma 2014). Tracing the considerably increasing number of customer touch points and derive so called customer journey maps, helps companies to understand the broader reasons of performance gaps and thus address root causes. A recent study by McKinsey & Company (2013) revealed that companies that are able to map and optimize relevant customer journeys reinforce superior CEx, reduce churn and increase revenue, and, as a result, built sustainable relationships. In addition, greater employee satisfaction and an increased effectiveness of cross-functional collaborations have been observed. However, most companies fail to strategically align and manage the CEx across all touch points and miss a great opportunity to differentiate. This gives relevance to a study on the potential of Customer Journey Mapping (CJM), as a way for the marketing management to understand CEx during all interactions. In the process of the present work, the concepts of Customer Experience (CEx), Customer Experience Management (CEM), Customer Journeys (CJ), as well as Customer Journey Mapping (CJM) are important. Therefore, the basic idea of these concepts will be characterized and explained in this sub-chapter. The terms CEx and CEM have been introduced to the marketing management several years ago and have its roots in the concepts of service quality and customer service, which evolved during the eighties and nineties (Drotskiie, 2009, p. 363). Today, a common understanding of the frequently cited concept of CEx is “the user’s interpretation of his or her total interaction

Organizations for Effective Product Development

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Publisher :
ISBN 13 :
Total Pages : 460 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis Organizations for Effective Product Development by : Takahiro Fujimoto

Download or read book Organizations for Effective Product Development written by Takahiro Fujimoto and published by . This book was released on 1989 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality

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Publisher : GRIN Verlag
ISBN 13 : 3656376328
Total Pages : 61 pages
Book Rating : 4.6/5 (563 download)

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Book Synopsis Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality by : Hendrik Arnold

Download or read book Product Placement Effectiveness. Implicit Recall and Brand Image at the Level of Modality written by Hendrik Arnold and published by GRIN Verlag. This book was released on 2013-02-22 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 9.0 (out of 10), Maastricht University (School of Business and Economics), course: Strategic Marketing, language: English, abstract: Product placement effectiveness currently receives much attention regarding explicit recall, general attitude and brand attitude. However, few studies investigate the impact on implicit recall and brand image. This study tries to fill these gaps, using modality to distinguish placements. It is hypothesized that audio-only placements perform more effectively than visual–only ones and that audio-visual placements outperform both of the former in terms of both, implicit recall and brand image. Furthermore, two moderating effects are hypothesized, namely perceived congruence and prior notifications. Anderson and Bower’s (1973) HAM theory as well as KPM (Friestad & Wright, 1994, 1995) and the concept of reactance (Brehm, 1981) are used to predict the respective effects. An online questionnaire is used to collect quantitative data from 257 respondents using sequences from the TV show Modern Family. The findings reveal that changing modality indeed leads to better recall and increasing brand image, which is in line with the respective hypotheses. The evaluation of the moderation effects provides mixed results of significance. Theoretical and managerial implications of the findings are discussed in detail and finally, limitations and potential avenues for future research are defined.

An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior: A Focus on marketing Communication & German Luxury Car Brands

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Publisher : GRIN Verlag
ISBN 13 : 3656146470
Total Pages : 101 pages
Book Rating : 4.6/5 (561 download)

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Book Synopsis An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior: A Focus on marketing Communication & German Luxury Car Brands by : Fanny-Gabriela Kozicki

Download or read book An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior: A Focus on marketing Communication & German Luxury Car Brands written by Fanny-Gabriela Kozicki and published by GRIN Verlag. This book was released on 2012-03-06 with total page 101 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University (College of Arts & Communications), course: Master in Communication, language: English, abstract: In recent years, China’s Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully. China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the ‘lost generation’ who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50’s, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the “lost generation” and rise in line with the rise of the countries economy is namely Generation Y. Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully? On the basis of my unquestionable fascination by China’s Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation Y consumer. Due to research in this field still being at an embryonic stage I will personally carry out an empirical investigation and outline who this consumer is, how they process information, their usage of mass and personal communication and acknowledge their attitude towards German luxury car brands. Finally, on the basis of the research findings I will define Chinese Generation Y car purchasing behavior and create a marketing communication strategy for a German Luxury car brand in China wishing to engage with the consumer in question.

Consumer Search in the U.S. Auto Industry

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Publisher :
ISBN 13 :
Total Pages : 108 pages
Book Rating : 4.:/5 (116 download)

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Book Synopsis Consumer Search in the U.S. Auto Industry by : Daniel Ryan Yavorsky

Download or read book Consumer Search in the U.S. Auto Industry written by Daniel Ryan Yavorsky and published by . This book was released on 2020 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers may become aware of products and their characteristics either passively or actively. While passive awareness may arise through conversations with friends or consumption of advertising, active awareness occurs through a process of canvassing sellers. Consumers often refer to this activity as browsing or shopping; economists refer to this activity as search. This dissertation begins with a summary of the current economic models of consumer search and the econometric methods used to estimate those models. An emphasis will be placed on models that assume consumers search sequentially for product fit, as opposed to non-sequential search or search for observable product characteristics such as price. The bulk of this dissertation then provides an empirical analysis of consumer search through which I demonstrate identification of -- and provide a first estimation of -- a key parameter in sequential search models, the standard deviation of product fit. I devote separate chapters to detailed explanations of the data acquired for the analysis; the model, its estimation, and identification of this key parameter; and important post-estimation analysis including an assessment of model fit, calculations of consumer surplus and price elasticities, and implementation of counterfactual analyses. The setting of my empirical analysis is the U.S. automotive market. I assemble a unique data set containing individual-level smartphone geolocation data that inform me about dealership visits which I combine with proprietary DMV registration data that inform me of new vehicle purchases. I model consumers' dealership visits and purchase decisions using a discrete choice model of demand with optimal sequential search for product fit. In these models, the benefit of searching is measured by the standard deviation of the product fit. This benefit is parametrically identified by the functional form of the match-value, but in practice it is difficult to jointly estimate along with consumer search costs. I use the distance a consumer must travel to visit a dealership as an exogenous search cost shifter, which enables me to identify and estimate the standard deviation of the product fit. My results show that the benefit provided by dealerships to consumers is substantial and that failure to estimate the standard deviation of the product fit leads to biased estimates of search costs and consumer surplus, as well as to inaccurate predictions regarding the number of searches that consumers conduct. These effects can impact managerial decisions, as demonstrated through my counterfactual analyses.

An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior

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Author :
Publisher : GRIN Verlag
ISBN 13 : 3656146705
Total Pages : 105 pages
Book Rating : 4.6/5 (561 download)

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Book Synopsis An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior by : Fanny-Gabriela Kozicki

Download or read book An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior written by Fanny-Gabriela Kozicki and published by GRIN Verlag. This book was released on 2012-03-13 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University (College of Arts & Communications), course: Master in Communication, language: English, abstract: In recent years, China's Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully. China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the 'lost generation' who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50's, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the "lost generation" and rise in line with the rise of the countries economy is namely Generation Y. Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully? On the basis of my unquestionable fascination by China's Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation

Consumer Behavior in the Automobile Market

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Publisher :
ISBN 13 :
Total Pages : 128 pages
Book Rating : 4.:/5 (12 download)

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Book Synopsis Consumer Behavior in the Automobile Market by : Tom Wesley Miller

Download or read book Consumer Behavior in the Automobile Market written by Tom Wesley Miller and published by . This book was released on 1968 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Analysis of Persuasive Strategies Employed in Product Placement in a Variety of Retail Outlets

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Publisher :
ISBN 13 :
Total Pages : 39 pages
Book Rating : 4.:/5 (754 download)

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Book Synopsis Analysis of Persuasive Strategies Employed in Product Placement in a Variety of Retail Outlets by : Andrea Dorothy Schey

Download or read book Analysis of Persuasive Strategies Employed in Product Placement in a Variety of Retail Outlets written by Andrea Dorothy Schey and published by . This book was released on 2011 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: The paper focuses on the use of persuasion in advertising of products at a variety of retail outlets to determine what influences consumer purchasing behavior. The areas of interest that guide the study are: branding, color, pricing, promotional structures, language, buyer demographics and product placement. These major areas were explored through an extensive review of literature. The methods for this pilot study involved the construction of an original questionnaire, as well as original interview questions designed for managers of retail outlets. The short questionnaire that was distributed probed participants to provide their opinion about product placements in a specific retail outlet. To supplement the findings from the literature review and the questionnaire, managers at select retail outlets were interviewed concerning the placement of products in the store. The study concluded that advertisers and marketers put forth considerable effort to design products that will ultimately be purchased by consumers. The questionnaire responses were calculated and demonstrated the awareness of product placements that existed amongst the sample population when it came time to shop at specific retail outlets. Further, it was the manager interviews that explained in detail the methods used to place products within specific retail outlets. Further researchers could expand the depth of this study by examining specific independent variables and determining how they affect consumer attitudes toward product placement. For example a researcher could isolate one factor, such as price, and focus solely on its impact on consumer attitudes toward product placement.

Essays on Product Placement

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Publisher :
ISBN 13 :
Total Pages : 274 pages
Book Rating : 4.:/5 (799 download)

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Book Synopsis Essays on Product Placement by : Deepa Anil Pillai

Download or read book Essays on Product Placement written by Deepa Anil Pillai and published by . This book was released on 2011 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Essay 2 focuses on the effect of repetition of placements of the same brand within a single television program and essay 3 addresses "Need for Cognition", an individual level variable that was found to affect audience response toward the brand placed. Data were collected through an online survey and analyzed using structural equation modeling. Limitations of the studies, the relevance of the findings to marketing practice, and the contribution to scholarly research are discussed.

Car Market and Consumer Behaviour - A Study of Consumer Perception

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Publisher :
ISBN 13 :
Total Pages : 46 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Car Market and Consumer Behaviour - A Study of Consumer Perception by : Raghu G

Download or read book Car Market and Consumer Behaviour - A Study of Consumer Perception written by Raghu G and published by . This book was released on 2013 with total page 46 pages. Available in PDF, EPUB and Kindle. Book excerpt: The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 38% per annum in June 2005-06 over the corresponding period in the pervious year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands.This report attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This report is categorized into parts, deals with introduction to brand personality, companies selected, product and the industry.The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 25% per annum in June 2005-06 over the corresponding period in the previous year. Further competition is heating up in the sector with a host of new players coming in and others like Porches, Bentley, Audi, and BMW all set to venture in Indian markets. One factor that could help the companies in the marketing of their products is buying Behavior of the consumers. The Buying Behavior of the customers can be studied by knowing their perceptions about the cars in the market and about the possible entrants in the market. One such technique is by knowing and creating a personality for the brands.

Advertising and Sales Promotion

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Author :
Publisher : Knowledge Flow
ISBN 13 :
Total Pages : 64 pages
Book Rating : 4./5 ( download)

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Book Synopsis Advertising and Sales Promotion by : Knowledge Flow

Download or read book Advertising and Sales Promotion written by Knowledge Flow and published by Knowledge Flow. This book was released on 2014-08-30 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book Advertising and Sales Promotions deals with the dynamic conception of sales promotion and advertising that’s effect on the consumer. There may be many reasons why consumers frequently purchase a specific brand in a particular product category. But the success of a product depends on its ability to pull the consumers towards its brands. In this content, it becomes imperative to take on a synoptic view of the subject of brand reliability and its connection with advertising and sales promotions of consumers. The book is an effort to look at the bang of Advertising and Sales promotion on brand changing behavior of consumers.

Marketing to the Postmodern Consumer

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Publisher :
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.:/5 (891 download)

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Book Synopsis Marketing to the Postmodern Consumer by : Rehana Hassim

Download or read book Marketing to the Postmodern Consumer written by Rehana Hassim and published by . This book was released on 2014 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: