Communications Policy - The Case Centre

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Note

Reference no. 9-576-086

Subject category: Marketing

Authors: John A Quelch (Harvard Business School); Stephen H Star (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1975

Version: 22 September 1992

Length: 12 pages

Topics: Communication; Public relations; Advertising; Advertising media; Personal selling; Sales promotions

Share a link: https://casecent.re/p/48521

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Abstract

Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms.