Communications Policy

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Publication Date:
November 01, 1975

Industry:
Advertising, Marketing & Public Relations

Source:
Harvard Business School

Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity; alternative communications; means and media; economics of communications decisions; and need for consistency in communications programs. Assumes that students have previously read Consumer Analysis, Market Analysis, and Note on Marketing Arithmetic and Related Marketing Terms.

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Communications Policy

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