Figure 7.5 - Objectives and Strategies in the Social Consumer Decision Journey

Figure 7.8 ­ Marginal Analysis



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

10

McGraw-Hill Education.



Figure 7.9 ­ Advertising Sales/Response

Functions



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

11

McGraw-Hill Education.



Figure 7.10 ­ Factors Influencing 

Advertising Budgets



Note: 1 relationship means the factor leads to a positive effect of advertising on sales;

         2 relationship indicates little or no effect of advertising on sales.



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

12

McGraw-Hill Education.



Figure 7.12 ­ Top­Down versus Bottom­

Up Approaches to Budget Setting



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

13

McGraw-Hill Education.