Professional Documents
Culture Documents
Evaluation of Effectiveness
Advertising Principles and Practice
LeeAnn Chen
OLD NEW
"What can
brown do
for you?
Key consideration: Change perception and association of UPS with
ground
Execution: Segment by customers' role in company, Targeted media,
integrated direct-mail campaign, rewards system (keep brown, expand
beyond ground)
1 Justify Costs
2 Optimize ads
3 Improve ads
NOT ONLY...BUT ALSO
Ideally, CLIENTS want SALES IMPACT
BUT
SO
1 Testing
2 Monitoring
3 Measurement
ROI
DIRECT RESPONSE
SALES PROMOTION
PUBLIC RELATIONS
Look at Table 19.2 on Page 545
- Menu
improvements
- Promo
relationships change
- Better customer
experience
Retail
International
B2B