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Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC

Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC. Describes the process of marketing and advertising planning. Chapter. 8-3. Describe how share-of-market/share-of-voice budgeting can be used. Chapter 8 Objectives. Explain the role

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Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC

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    1. SplashSplash

    2. Chapter TitleChapter Title

    3. 8-3 Chapter 8 Objectives

    4. 8-4 The Marketing Plan: Top-Down

    5. 8-5

    6. 8-6 The Marketing Plan: Top-Down

    7. 8-7 The Marketing Plan: Bottom-Up

    8. 8-8 The New Marketing Mantra: Relationship Marketing

    9. 8-9 The New Marketing Mantra: Relationship Marketing

    10. 8-10 The New Marketing Mantra: Levels of Relationships

    11. 8-11 The New Marketing Mantra: Levels of Relationships

    12. 8-12 Using IMC to Make Relationships Work

    13. 8-13 Using IMC to Make Relationships Work

    14. 8-14 Using IMC to Make Relationships Work

    15. 8-15 Using IMC to Make Relationships Work

    16. 8-16 Using IMC to Make Relationships Work

    17. 8-17 Using IMC to Make Relationships Work

    18. 8-18 The Advertising Plan: Reviewing the Marketing Plan

    19. 8-19 The Advertising Plan: Setting Objectives

    20. 8-20 The Advertising Plan: New Model

    21. 8-21 The Advertising Plan: Strategy & the Creative Mix

    22. 8-22 The Advertising Plan: Strategy & the Creative Mix

    23. 8-23 The Advertising Plan: Strategy & the Creative Mix

    24. 8-24 The Advertising Plan: Strategy & the Creative Mix

    25. 8-25 Allocating Funds for Advertising

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