個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Getting the Most Out of Advertising and Promotion
內容大綱
A new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate actual consumer purchases with corresponding television advertising or promotion events. Single-source data challenge much of the conventional wisdom on advertising. To take advantage of the data, managers must continually examine the appropriate balance between advertising and promotion.