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。
Newton Launch (B)
內容大綱
A telephone company has identified the target audiences and objectives associated with its new voice mail system (see Newton Launch (A)). This case provides very detailed media and production costs and other information to enable the preparation of a complete marketing communications program for the launch of voice mail. The two cases constitute a very thorough workout in all aspects of marketing communication, especially advertising, direct marketing, merchandising, and publicity.
學習目標
<ul><li>To illustrate and discuss the various market descriptors typically available to a marketer in terms of their usefulness in selecting target markets and preparing marketing communication campaigns.</li><li>To practise determining a market target.</li><li>To illustrate the many aspects of an integrated marketing communication mix; examine marketing communication budget allocation.</li></ul>This case also contains a glossary of media terms and unlike many cases, production costs and other media details; illustrate diffusion of innovations.