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Communication management (Decision process (definition of objectives and…

- - - - provide info & fact
      - brand awareness
    - - change attitudes and feelings
      - brand knowledge and interest
      - favourable attitudes and image
    - - stimulate/ direct desires
      - purchase intentions
      - purchase
- - - - previous period budget
      - % of sales/ profit
      - communication objectives
      - available funds
      - competitive activities
    - - static
      - dynamic
    - - cost per thousand
        
        c/C X1000
      - limitation
        
        no info on first and repeated contact
        
        no info on quality of contact and target group
    - - Concentrated blitz
        
        spend everything - beginning
        
        for new product
        
        awareness
      - pulsing policy
        
        regular interval
        
        switch between spend and not spending
        
        seasonal product
      - even policy
        
        constant advertisement so consumer dont forget
        
        even budget allocation
        
        fast moving consumer goods
      - pulsing/maintenance strat
        
        mix pulsing and even
        
        increase advertising during seasonal time
        
        choose more channels
        
        contact consumers more frequently