Setting Promotional Goals: A Communications′ Relationship Model

David Barrie Jones

6 citations0/0 files storedJournal of Consumer Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

Presents a communications relationship model for setting promotional goals. The model divides promotional objectives into short, mid‐ and long‐range goals and helps present advertising and related promotional tools as an ongoing process. Its focus is primarily on how advertising and related communications engineer situations and the importance of gearing advertisements that maximize subsequent advertisements′ effectiveness. The model has multiple uses and can be used by different advertising stakeholders such as advertising designers, sellers and managers, as well as end users.

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References

1981Attitudes and Persuasion: Classic and Contemporary Approaches 1978Theories of Human Communication 1975Pragmatics of Human Communication 1985Mbti Manual: A Guide to the Development and Use of the Myers-briggs Type Indicator 1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads 1964Defining Advertising Goals for Measured Advertising Results

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