Hierarchical response models: Do they have a place in planning an IMC program?

Posted in: Academics, Marketing on December 19th, 2014

Note: this is a short essay I wrote for an Integrated Marketing Communications course I took in 2013 and has been slightly modified to suit this blog. It is based on theory in the course text –¬†Advertising and Promotion: An Integrated Marketing Communications Perspective –¬†by George and Michael Belch. A hierarchical response model allows marketers … read more