Click on the PDF link for the complete article.
ABSTRACT
This study seeks to optimize media allocation and discuss the role of online in consumer packaged goods (CPG) marketing. To this end, the authors explore in depth three CPG subcategories: beauty care, home care, and beverages. By doing so, the authors seek to accomplish the following:
Provide a better understanding of how the various media vehicles available to consumer packaged goods (CPG) marketers work together
Demonstrate the need to move beyond traditional views and measurements of marketing
Explore the impacts each marketing driver has on sales and understand how they work together
Illuminate the power of the Internet in an overall marketing campaign.
- © Copyright 2010 The ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.