The Determination Of The Effectiveness Of A Marketing Promotional Activity

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Norwood McMillian
Stephen R. Lucas
Benton E. Miles

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Abstract

This paper presents the effectiveness of a promotional effort to increase target-market awareness. The marketing activities included survey design and implementation, conducting focus groups, developing ads, and evaluating the promotional activity. In an effort to acquire knowledge and experience, the students in a class (Promotional Management) were given the opportunity to offer a research service to a client’s products and services. The knowledge obtained by the students will enhance them as they enter the workforce and the experience will aid the students in competing for positions in marketing. The service provided to the client is invaluable because of the pertinent information that was gained about non business majors and the exposure that was gained from the promotional campaign activities.

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