The Marketing Plan, 4th Edition

Index

ABC Banners, 240

account executives (advertising agencies), 24

action plans, 18, 273–274

administration (profit and loss matrix), 190

AdMob, Inc., 244

advertising, 258, 268–269

banner, 239–240

in market life cycle, 40

pay-per-click, 238–239

pop-up, 239–240

print, 253–254

research for, 252–253

see also promotion public relations

advertising agency(-ies), 275–283

compensation of, 276–278

evaluations of, 279

letter of agreement with, 279–280

selecting, 23–25, 281–283

termination of, 280

working with, 275–276

advertising plan, 117–138

for magazines, 127, 131

and media plan, 129–136

and media strategy, 126–129

for newspapers, 128, 136

for outdoor ads, 127, 131

for radio, 127–128, 131, 136

for television, 128, 136

AFLAC, 119

Amazon, 238

American ...