Marketing Communication

Paul Sergius Koku

Chapter Chapter 7 in Decision Making in Marketing and Finance, 2014, pp 99-112 from Palgrave Macmillan

Abstract: Abstract To say that marketing communication is vital to the very existence of a company is an understatement. According to Media Matters, a typical American adult stands to be exposed to about 600 to 625 such exposures per day. Approximately 272 of these exposures come from the traditional media such as TV, radio, magazines, and newspapers. These statistics, it is claimed, are more sound than the approximately 1,600 exposures attributed to Edwin Ebel’s (1957) remark on advertising effectiveness, which is often cited in books and papers but found to be baseless. Regardless of the true number, many people will agree that on a continual basis the sensory organs of the average American receive a fair amount of unsolicited or solicited product information from companies.

Keywords: Corporate Social Responsibility; Purchase Intention; Corporate Social Responsibility Activity; Sales Force; Direct Marketing (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44477-6_7

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DOI: 10.1057/9781137444776_7

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