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| Author: | Reynar, A. Phillips, J. Heumann, S. |
| Title: | New technologies drive CPG media mix optimization |
| Journal: | Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 416-427 |
| Index terms: | internet advertising advertising media rate of return brands advertising campaigns marketing strategy marketing management |
| Language: | eng |
| Abstract: | The article studies advertising media planning, marketing management and the role Internet advertising and marketing play in marketing consumer package goods (CPG). We discuss marketing of personal beauty products, household cleaning products and beverages and consider rate of return on advertising and its impact on marketing decision making. The marketing mix decision on expenditure allocation to merchandising, such as point of sale advertising and coupons compared with paid media advertising is investigated. Research is discussed indicating that marketers of CPGs have not utilized Internet advertising to its full extent in their marketing mix. |
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