Role of Advertising within the Marketing Program

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Role of Advertising within the marketing program

A brand manager needs to find the exact source of a brand’s poor sales before deciding that the core problem is inadequate or poor advertising or promotion. The brand manager must also take care to develop a marketing program in which the component parts work in a coordinated, synergistic manner instead of at cross-purposes. The nature and significance of advertising differs as to whether the company is stressing a pull or push strategy and whether its distribution strategy is intensive, exclusive or selective.

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