COLGATE-PALMOLIVE CANADA:FIGHTING FOR SHARE OF THE TOOTHPASTE MARKET (Analysis of Communications Process): IVEY Publishing BY Michael Taylor; Chandra Sekhar Ramasastry))))))))))))))))))
· Analyze receiver’s response processes
o How do consumers respond to the marketing communications?
· Analyze source, message, channel factors
o Analyze the various effects of communications vehicle on the consumer.
· Establish communication goals and objectives
o What does the firm seek to accomplish with its communications program?
o When setting objectives, remember to:
§ Establish a quantitative benchmark
§ Specify measurement methods and criteria for success
§ Specify a time frame.
THANK YOU *DO NOT NEED TO USE REFERENCE.