Setting Promotional Goals: A Communications′ Relationship Model
Abstract
Presents a communications relationship model for setting promotional goals. The model divides promotional objectives into short, mid‐ and long‐range goals and helps present advertising and related promotional tools as an ongoing process. Its focus is primarily on how advertising and related communications engineer situations and the importance of gearing advertisements that maximize subsequent advertisements′ effectiveness. The model has multiple uses and can be used by different advertising stakeholders such as advertising designers, sellers and managers, as well as end users.
Keywords
Citation
Jones, D.B. (1994), "Setting Promotional Goals: A Communications′ Relationship Model", Journal of Consumer Marketing, Vol. 11 No. 1, pp. 38-49. https://doi.org/10.1108/07363769410053691
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited