Strategic control
Companies need under take a critical review of their overall marketing effectiveness, two tools are available namely, marketing effectiveness rating review and marketing audit.
Articles by MbaNotesWorld
Marketing effectiveness rating review
The marketing effectiveness of a company or division is reflected in the degree to orientation; customer philosophy , integrated marketing organization , adequate marketing information,…
Marketing Audit
A marketing audit is a comprehensive systematic, independent and periodic examination of a company’s marketing environment objectives ,. Strategies and activities with a view to…
Components of the marketing audit
The marketing audit examines six major components of the company’s marketing situation:- marketing environment audit:- this audit analyzes major microenvironment n forces and trends in…
Comparative Advertising
Comparative advertising, as the name suggests, is advertising where a party (the advertiser) advertises his goods or services by comparing them with the goods or…
Comparative Advertising – Is it really all that bad?
What is the case for comparative advertising? One of the most effective methods for advertising a product is to compare it with competitive offerings. Side-by-side…
Some basic points regarding Comparative Advertising
Comparative advertising is a form of advertising in which two or more named or recognizable brands of the same product class are compared and the…
Effectiveness of Comparative Ads
Is a comparative advertisement more effective than a non-comparative one? Much research has focused on this question, and the evidence on greater effectiveness is often…
Some areas of comparative advertising
The increased information in comparative ads should be beneficial to consumers and increase the chances for better decision making, so it is opined. Many researchers…
Leaders versus Followers
Interestingly, research supports the logic that a direct comparative ad from a small-share market follower is least likely to lead to higher awareness for the…