Nike

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Title: Nike

Essay Details:

Subject: Book Reports

Author: Randall V

Date: February 19, 2015

Level: University

Grade: C

Length: 3 / 862

Essay text:

(Share of mind is the total number of people in a fixed population that are aware of our marketing message.) Share of mind is achievable through an appropriate media mix. Since media reaches a fixed number of consumers, it then becomes a matter of what reaction they will have once they are aware. Therefore, in order to predict how consumers will react to a message, we must correlate behavior with share of mind. To clarify, sales are not a good indicator of consumer reaction, because they are interested in predicting the level of sales resulting from marketing. Also, based on strong sales, most media mixes attempt to replicate prior results, but as they all know, similar media mixes for similar products do not yield similar results...

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