Use your readings, including the Sethuraman, Tellis, and Briesch (2011) article, to critically evaluate ways to assess the performance of the promotion programs used in the company. Then, develop a report for senior management and the marketing department
management
Description
Use your readings, including the Sethuraman, Tellis, and Briesch (2011) article, to critically evaluate ways to assess the performance of the promotion programs used in the company. Then, develop a report for senior management and the marketing department. In your paper, be sure to address the following: Most managers believe that they should measure the effectiveness of their promotion programs. However, studies reveal that they usually do not do so. Cite some of the reasons managers should measure effectiveness, and why they do not. Explain different metrics that may be used by marketers to determine the effectiveness of their promotion program. Define the reasons for the increased emphasis on using ROI in advertising and marketing promotion. Determine why it is so difficult to measure ROI. Explain the differences between communications objectives and sales objectives. Explain how advertisers can create value by using the hierarchy of effects models for establishing communications objectives. Identify any weaknesses that may be associated with these models. In addition to the Sethuraman et al. (2011) article, support your paper with a minimum of three additional scholarly resources. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.
