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Essay

Advertising Plan

Essay specific features

 

Issue:

Business

 

Written by:

Christopher T

 

Date added:

May 1, 2017

 

Level:

University

 

Grade:

A

 

No of pages / words:

16 / 4294

 

Was viewed:

4676 times

 

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Essay content:

The category's purchase cycle is typically made scapegoat: the fact that cars are bought infrequently and after much consideration means that car advertising expenditure is unlikely ever to pay back over the short-term. (1) In Skoda's case, however, we believe that we can already demonstrate a short-term return on advertising investment...
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(1) In Skoda's case, however, we believe that we can already demonstrate a short-term return on advertising investment. (A return on investment achieved despite the brand's history and a category share of voice of less than 2%.) For all the smart integration of marketing efforts on the brand's behalf (DM, PR and design efforts were swiftly aligned behind a new strategic approach) our story is in some ways an old-fashioned case of 'only advertising can do this', as the brand's very public problem demanded broadcast as opposed to private communication...
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