Vertical-Horizontal Analysis in the Multinational Setting
Article Abstract:
Vertical and horizontal analysis in campaign strategy accomodates the structure of industrial and business trade publications. If a company is considering a media strategy in a country where there is a sufficient media menu to accomodate the results of such a plan this analysis is appropriate. The industrial company that is advertising overseas must make a variety of decisions. Media must be evaluated and selected. An advertising agency must be employed. If the company has local subsidiaries and or a sales force, the degree of their involvement must be determined. In terms of media, most European business and trade journals are comparable to United States journals. However, direct mail can offer problems. Lists that are carefully organized and classified are not readily available. Because of the lack of reliable advertising assistance in some areas it may not be feasible for a home office to make media selection decisions without on site experienced advertising or media counsultants.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
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Corporate Advertising
Article Abstract:
Successful corporate advertising must contain something useful for the reader. Corporate advertising is a company's most critical message to the world. Corporate ads from TRW, Allegheny International, Sperry Corporation, Westinghouse, AT&T, and IBM are analyzed for the effectiveness in communicating the corporations's image.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
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How to Estimate Your Advertising Profit
Article Abstract:
A method for estimating the additional profit produced by advertising or its return-on-investment is presented. This model does not assume advertising has a direct impact on sales, but that it identifies new customers. An application of method is demonstrated.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
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