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Books > Academic & Education > UNISA > Consumer Studies

Showing 1 - 25 of 36 matches in Consumer Studies

Electronic Commerce (Paperback, 11th edition): Gary Schneider Electronic Commerce (Paperback, 11th edition)
Gary Schneider 1
R612 R449 Discovery Miles 4 490 Save R163 (27%) In stock

Packed with real-world examples and business cases, ELECTRONIC COMMERCE, 11E continues to lead the market with its cutting-edge coverage of all things e-commerce.

Comprehensive coverage of emerging online business strategies, up-to-the-minute technologies, and the latest developments from the field equips readers with a solid understanding of the dynamics of this fast-paced industry.

The new edition offers thorough discussions of e-commerce growth in China and the developing world, social media and online marketing strategies, technology-enabled outsourcing, online payment processing systems, and much more. In addition, "Business Case Approaches" and "Learning From Failure" boxes highlight the experiences of actual companies to illustrate real-world practice in action.

Contemporary Retail And Marketing Case Studies (Paperback, 2nd Edition): C. Nieuwenhuizen, C. H. van Heerden Contemporary Retail And Marketing Case Studies (Paperback, 2nd Edition)
C. Nieuwenhuizen, C. H. van Heerden 3
R346 R279 Discovery Miles 2 790 Save R67 (19%) In stock

This new edition of Contemporary Retail and Marketing Case Studies is a collection of 34 studies of retail and marketing operations as told by individual companies.

Small, medium and larger companies relate the challenges they have faced and how they overcame them, and share their successes and frustrations in a frank and open manner. Each case is unique in its own way and addresses issues which are pertinent and relevant to the South African retail and marketing environment.

The value of this collection is that:

  • It provides a variety of cases that together offer insight into the marketing challenges faced by local businesses
  • It offers a South African perspective on how to overcome these issues
  • It is written from the viewpoint of the entrepreneur or business executive
  • It provides practical insights which support work-integrated learning.

This book is a must-read for scholars, students and people concerned with the retail and marketing industry.

Applied Marketing Cases (Paperback): A Drotsky, C. H. van Heerden Applied Marketing Cases (Paperback)
A Drotsky, C. H. van Heerden
R315 R255 Discovery Miles 2 550 Save R60 (19%) In stock

The all-new Applied Marketing Cases is an engaging collection of case studies written by owners, entrepreneurs and corporates (from SMMEs to larger companies). They share their frustrations, successes and challenges on starting and running successful businesses. The stories are unique and inspiring to students, practitioners and would-be entrepreneurs.

Contents Include:

  • 1st for Women Insurance
  • 8ta2StrokeAfrica Media Online
  • Bella Donna Finishing Classes
  • Bio-Strath
  • Blue Apple
  • BulkSMS.com
  • Clover Danao
  • Clover Tropika
  • Engen
  • Europcar
  • Gary Rom Hairdressing
  • Hippo.co.za
  • Jenna Clifford Designs (Pty) Ltd
  • John Deere
  • Ocean Baskey
  • Studentnotes.co.za
  • Suzuki Auto South Africa
  • Vega
  • Vital Health Foods

Simple, relevant and practical, Applied Marketing Cases is a must-read for entrepreneurs and business students alike.

Services Marketing - A Contemporary Approach (Paperback, 2nd ed): Christo Boshoff Services Marketing - A Contemporary Approach (Paperback, 2nd ed)
Christo Boshoff
R531 R415 Discovery Miles 4 150 Save R116 (22%) In stock

As the primary focus of the global economy has moved from agriculture to manufacturing to services-dominated economies, the realisation that 'we are all in services' has finally dawned. Services marketing has developed, as a result, and is now a well-established sub-discipline of marketing, with its own theories and body of knowledge.

This volume deals with the unique difficulties of marketing what is essentially an intangible entity and focuses on the most contemporary debates, research and managerial demands in this very challenging business domain. This second edition offers new case studies from contemporary business situations, where consumers are highly informed and discriminating.

These real world examples illustrate how service providers should refine their marketing approach and practice in order to remain competitive in the global market.

Consumer Behaviour (Paperback, 3rd Edition): S.B. Parumasur, M. Roberts-Lombard Consumer Behaviour (Paperback, 3rd Edition)
S.B. Parumasur, M. Roberts-Lombard
R495 R415 Discovery Miles 4 150 Save R80 (16%) In stock

The study of consumer behaviour provides invaluable insight into consumer information processing, decision-making and buying patterns, regardless of generation or culture. It therefore should form a critical part of marketing plans, strategies, public policy and ethics, and has a considerable impact on business decisions. This fascinating subject also helps us understand our own consumer patterns: when, why and where we buy certain items, why we use them in certain ways, and how we dispose of them.

Customer Service (Paperback, 2nd edition): R. Machado Customer Service (Paperback, 2nd edition)
R. Machado 1
R391 R312 Discovery Miles 3 120 Save R79 (20%) In stock

In today's globalised and digital world, consumers can move from one retailer to the next across the world at the click of a button. Online access and social media mean that consumers are more market savvy, more informed and more discerning than ever before. What brings them back is an enhanced shopping experience, and key to this is good customer service. More and more marketers are focusing on retaining their customer base or trying to erode their competitor's customer base through better customer service. After all, happy customers are repeat customers and become advocates for the business.

Fundamentals of branding (Paperback): M. du Toit, C. Erdis Fundamentals of branding (Paperback)
M. du Toit, C. Erdis 1
R259 R209 Discovery Miles 2 090 Save R50 (19%) In stock

As an introduction to branding, Fundamentals of branding provides students with an overview of the building blocks of branding, which include: the influence of branding on marketing decisions; the role and place of branding in the organisation; the various elements of branding; packaging the brand; positioning the brand; planning, leveraging and extending the brand; evaluating the brand. The book contains a chapter with real-life branding case studies which illustrates the practical application of the topics discussed in this book. This is a very useful resource for students who struggle to apply theory learned to real-life situations.

Global Airlines - Competition in a Transnational Industry (Paperback, 3rd Revised edition): Pat Hanlon Global Airlines - Competition in a Transnational Industry (Paperback, 3rd Revised edition)
Pat Hanlon
R445 R373 Discovery Miles 3 730 Save R72 (16%) In stock

Global Airlines: Competition in a Transnational Industry presents an overview of the changing scene in air transport covering current issues such as security, no frills airlines, 'open skies' agreements, the outcome of the recent downturn in economic activity and the emergence of transnational airlines, and takes a forward looking view of these challenges for the industry.
Since the publication of the second edition in 1999 major changes have occurred in the industry. The 'rules of the game' in air transport are now beginning to change; and it is time to take the story forward. This third edition contains nine new chapters and tackles the following issues amongst others:
* Security: The tragic events of 11 September 2001, followed by the war in Iraq, and the resultant heightened tensions over security and passenger safety.
* Financial instability: the cyclical downturn in economic activity has led some airlines to the verge of bankruptcy. Even some large well-established carriers are not immune from this. How can the industry look to survive?
* Attaining global reach: implications of transborder mergers, open skies agreements and the transatlantic Common Aviation area. Can full globalisation ever be reached?
* Low-cost carriers and e-commerce: as both increase, how much the industry re-structure and deal with issues associated with increased passenger traffic and decreased labour requirements?
* Airport capacity: Air traffic is estimated to grow at a long-term average annual rate of 5 per cent per annum. But many airports in many parts of the world are already reaching their capacity limits. How can this be overcome and are the environmental implications?
Usingup to date data and case studies from major international airlines such as United Airlines, British Airways, and Qantas amongst many others, Global Airlines provides a comprehensive insight into today's global airline industry.
* Addresses the critical issues in the development of the airline industry and considers options for airline strategies and government policies
* Updated to reflect recent developments including security issues, no frills airlines, 'open skies' agreements and the recent downturn in economic activity, and what this means for the future of the industry.
* Facts and theories are interwoven throughout the text

Food and Beverage Management (Paperback, 5th Revised edition): Bernard Davis, Andrew John Lockwood, Ioannis S Pantelidis, Peter... Food and Beverage Management (Paperback, 5th Revised edition)
Bernard Davis, Andrew John Lockwood, Ioannis S Pantelidis, Peter Alcott
R445 R373 Discovery Miles 3 730 Save R72 (16%) In stock

This introductory textbook provides a thorough guide to the management of food and beverage outlets, from their day-to-day running through to the wider concerns of the hospitality industry. It explores the broad range of subject areas that encompass the food and beverage market and its five main sectors - fast food and popular catering, hotels and quality restaurants and functional, industrial, and welfare catering. New to this edition are: * Case studies covering the latest industry developments within a wide range of businesses from the UK, the USA and worldwide to help you understand how these ideas work in practice * Coverage of contemporary environmental concerns, such as sourcing, sustainability and responsible farming. Issues of how to maintain financial control of a business, handling staff and how to market your operation before discussing ways in which you can deliver quality to the customer * It looks at some of the trends affecting the food and beverage industry covering consumers, the environment, ethical concerns as well as developments in technology * Updated companion website including case studies, multiple choice questions, PowerPoint slides, revision notes, true or false questions, short answer questions at http://www.routledge.com/books/details/9780080966700/ It is illustrated in full colour and contains end-of-chapter summaries and revision questions to test the readers' knowledge as they progress. Written by authors with many years of industry practice and teaching experience, this book is the ideal guide to the subject for hospitality students and industry practitioners alike.

Fundamentals of E-marketing (Paperback): C. Bothma, Japie Swanepoel Fundamentals of E-marketing (Paperback)
C. Bothma, Japie Swanepoel
R355 R286 Discovery Miles 2 860 Save R69 (19%) In stock

Whether you work in a small or large firm, Fundamentals of e-marketing will provide you with what you need to know to take advantage of the ever-expanding e-marketspace. Key features: The context of marketing; websites as a marketing tool; banner advertising; search engine marketing; blogs; affiliate marketing; viral marketing; social media marketing; mobile marketing; e-marketing strategies.

Public Relations: Theory and Practice (Paperback, 1st): L. Fourie Public Relations: Theory and Practice (Paperback, 1st)
L. Fourie
R466 R367 Discovery Miles 3 670 Save R99 (21%) In stock

Public Relations: Theory & Practice is an exciting new approach to PR in southern Africa.

Since the global economic crisis of 2008, Public Relations has become increasingly important in establishing, protecting and saving the reputations of companies. Large companies especially have realised the value and importance of PR.

Public Relations: Theory & Practice addresses a number of new, crucial aspects and issues, which have become highly relevant to PR today, such as Online PR, Reputation Management, Strategic Management and Crisis Management. These topics are important to students and practitioners alike as they battle with the trends and developments in this field.

Case studies at the end of each chapter show the practical use of the theoretical principles and make the theory more understandable and applicable. This text is a must for academia and practitioners wanting a clear, easy-to-read Public Relations text that explains the various principles and processes associated with image that companies face.

Consumer Behavior, Global Edition (Paperback, 11th edition): Leon G. Schiffman, Leslie Kanuk Consumer Behavior, Global Edition (Paperback, 11th edition)
Leon G. Schiffman, Leslie Kanuk
R901 R692 Discovery Miles 6 920 Save R209 (23%) In stock

For undergraduate and graduate consumer behavior courses. The text that set the standard for consumer behavior study. Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. MyMarketingLab for Consumer Behavior is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams-resulting in better performance in the course-and provides educators a dynamic set of tools for gauging individual and class progress. This program will provide a better teaching and learning experience-for you and your students. Here's how: * Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.* Bring Concepts to Life with Cases: End-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies, * Global Coverage Focus: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing. * Keep Your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133131033/ISBN-13: 9780133131031. That package includes ISBN-10: 0132544369/ISBN-13: 9780132544368 and ISBN-10: 0132552000/ISBN-13: 9780132552004. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

Issues in Cultural Tourism Studies (Paperback, 2): Melanie Smith Issues in Cultural Tourism Studies (Paperback, 2)
Melanie Smith
R330 R283 Discovery Miles 2 830 Save R47 (14%) In stock

The extensively revised second edition of Issues in Cultural Tourism Studies provides a new framework for analyzing the complexity of cultural tourism and its increasing globalization in existing as well as emergent destinations of the world. The book will focus in particular on the need for even more creative tourism strategies to differentiate destinations from each other using a blend of localized cultural products and innovative global attractions.

The book explores many of the most pertinent issues in heritage, arts, festivals, indigenous, ethnic and experiential cultural tourism in urban and rural environments alike. This includes policy and politics; impact management and sustainable development; interpretation and representation; marketing and branding; and regeneration and planning. As well as exploring the inter-relationships between the cultural and tourism sectors, local people and tourists, the book provides suggestions for more effective and mutually beneficial collaboration. New edition features include:

  • an increased number of topical case studies and contemporary photographs which serve to contextualize the issues discussed
  • a re-orientation towards global rather than just European issues
  • three brand new chapters on The Geography of Cultural Tourism, The Politics of Global Cultural Tourism, and The Growth of Creative Tourism
  • an extensively revised chapter on Experiential Tourism.

At the interface between the global and the local, a people-centred approach to planning and development is advocated to ensure that benefits are maximized for local areas, a sense of place and identity are retained, and the tourist experience is enhanced to the full. The text is unique in that it provides a summary and a synthesis of all of the major issues in global cultural tourism, which are presented in an accessible way using a diverse range of international case studies. This is a beneficial and valuable resource for all tourism students.

Advertising and sales promotion (Paperback): Ludi Koekemoer Advertising and sales promotion (Paperback)
Ludi Koekemoer
R368 R295 Discovery Miles 2 950 Save R73 (20%) In stock

Advances in technology and the change in customer profiles have changed advertising and sales as they have traditionally been conceived, forever. Marketers need to adapt their advertising and sales approaches in order to reach their rapidly changing market and keep up with their clients and customers. Advertising and sales promotion focuses on the main advertising media and sales approaches and the impact these have on the demands and pace of effective, persuasive communication in the current digital age.

Marketing Research (Paperback, 3rd ed): Jan Wiid, Colin Diggines Marketing Research (Paperback, 3rd ed)
Jan Wiid, Colin Diggines
R431 R342 Discovery Miles 3 420 Save R89 (21%) Within 4 - 8 working days

A quick glance at the book might not reveal many changes, but a number of significant changes have in fact been made. Many chapters have been restructured to address topics that were missing from the first and second edition, whilst some small topics have been excluded to more finely focus on the key issues. The main change from the second edition is the addition of a full chapter on research ethics and attention is given to establishing its principles. Chapters relating to data analysis have been slightly revamped to make it easier for the reader to understand the key concepts. Finally, changes and updates have been made to examples, questions and case studies at the end of each chapter, to make them more relevant to current research practices.

Strategic Marketing (Paperback, 2nd Edition): J. Wiid Strategic Marketing (Paperback, 2nd Edition)
J. Wiid
R480 R377 Discovery Miles 3 770 Save R103 (21%) Within 4 - 8 working days

All organisations – from modest start-ups to multinational corporations – can benefit from an effective marketing strategy, as it serves as a roadmap for the entire business. By formulating a coherent and well-considered marketing strategy, organisations can promote their business, cater to the right types of clients and allocate their resources correctly, all while safeguarding the reputation of the organisation.

Strategic Marketing is structured around the four key questions facing organisations and top management when deciding on their strategic direction:

1. Where are we now?
2. Where do we want to be?
3. How will we get there?
4. Did we get there?

In addressing these questions, the book covers topics such as:

  • analysis of the customer, competitor and market
  • competitive market strategies
  • refocusing and leveraging the business
  • sustainable competitive advantage
  • going global and selecting strategies for the way forward

Written with the undergraduate student in mind, Strategic Marketing offers a comprehensive view of the current developments and challenges facing the marketing world, and shows how an effective strategic basis is a valuable tool for addressing these challenges and providing strategic direction to the organisation. In this new edition two new chapters on branding and electronic marketing strategies have been included, making this an essential guide to contemporary strategic marketing.

e-Marketing in the South African context (Paperback): C. Bothma, M. Gopaul e-Marketing in the South African context (Paperback)
C. Bothma, M. Gopaul
R467 R368 Discovery Miles 3 680 Save R99 (21%) Within 4 - 8 working days

Teaching you how to use online tools to reach your customers. In today's increasingly digital world, marketing is going online. From companies to individuals, people are seeking new and creative ways to promote their products and themselves in the virtual realm. Websites, email and social media are reaching out to customers at home, in the office or on the move, and finding ways to engage with them. The virtual world has many benefits, but not everyone is familiar enough with digital channels to use them to maximum potential. This is where e-Marketing in the South African context comes into play. This comprehensive book focuses on the critical issues associated with e-marketing in the South African context. It is written in an easy-to-read and practical fashion that will help readers grasp the relevant technologies and concepts presented in the book. And it provides a strategic perspective as well as metrics to help achieve the goal of successful e-marketing.

Personal selling (Paperback, 3rd ed): C. H. van Heerden, A Drotsky Personal selling (Paperback, 3rd ed)
C. H. van Heerden, A Drotsky
R479 R377 Discovery Miles 3 770 Save R102 (21%) Within 4 - 8 working days

The advent of the electronic age has brought many changes to the world of marketing and sales. New methods of selling and communicating with customers are invented virtually on a daily basis. And the use of social media is placing new demands on marketers and sales managers around the world. Despite this upheaval, retailers and marketers believe that personal selling as practised over the past decades is here to stay - although it should be adapted to incorporate technological developments. There will however always be a place for the age-old art of person-to-person communication between a salesperson and a prospective customer. In this third edition of Personal Selling, the authors outline the key steps in the selling process that leads to a successful sale, from prospecting for a sale to the follow-up once the sale has been completed. In addition, the book seeks to explain the role and place of personal selling, the impact it has on the economy, and how it ties in with marketing. The importance of communication in the act of selling, as well as different approaches and sales presentation methods, are explained and clarified, and a comprehensive discussion on how sales people should manage themselves and their time is included.

Relationship marketing and customer relationship management (Paperback, 3rd ed): A. Berndt, M. Tait Relationship marketing and customer relationship management (Paperback, 3rd ed)
A. Berndt, M. Tait 2
R476 R375 Discovery Miles 3 750 Save R101 (21%) In stock

The development of Relationship Marketing (RM) and Customer Relationship Management (CRM) has forced a change in thinking among marketers about the meaning of marketing and its role and function within an organisation. One such change is the way in which organisations relate to their customers. Organisations today need to adopt a more focused approach to interacting with customers while also developing clear strategies for building relationships not only with these customers but with all stakeholders.

Events Management (Paperback, 3rd Revised edition): Glenn A. J. Bowdin, Johnny Allen, William O'Toole, Rob Harris, Ian... Events Management (Paperback, 3rd Revised edition)
Glenn A. J. Bowdin, Johnny Allen, William O'Toole, Rob Harris, Ian McDonnell
R400 R337 Discovery Miles 3 370 Save R63 (16%) In stock

Events Management is the must-have introductory text providing a complete A-Z of the principles and practices of planning, managing and staging events. The book:

  • introduces the concepts of event planning and management
  • presents the study of events management within an academic environment
  • discusses the key components for staging an event, covering the whole process from creation to evaluation
  • examines the events industry within its broader business context, covering impacts and event tourism
  • provides an effective guide for producers of events
  • contains learning objectives and review questions to consolidate learning

Each chapter features a real-life case study to illustrate key concepts and place theory in a practical context, as well as preparing students to tackle any challenges they may face in managing events. Examples include the Beijing Olympic Games, Google Zeitgeist Conference, International Confex, Edinburgh International Festival, Ideal Home Show and Glastonbury Festival.

Carefully constructed to maximise learning, the text provides the reader with:

  • a systematic guide to organizing successful events, examining areas such as staging, logistics, marketing, human resource management, control and budgeting, risk management, impacts, evaluation and reporting
  • fully revised and updated content including new chapters on sustainable development and events, perspectives on events, and expanded content on marketing, legal issues, risk and health and safety management
  • a companion website: http: //www.routledge.com/books/details/9781856178181/ with additional materials and links to websites and other resources for both students and lecturers
Operations and management principles for contact centres (Paperback): Esther Hoffmann, Dennis Farrell, Neil Lilford, Mariaan... Operations and management principles for contact centres (Paperback)
Esther Hoffmann, Dennis Farrell, Neil Lilford, Mariaan Ellis, Michael Cant
R582 R452 Discovery Miles 4 520 Save R130 (22%) In stock

Operations and management principles for contact centres is the first SAQA-aligned, academic title on contact centre operations, produced by a collective of professionals representing the academic dimension of the contact centre industry in South Africa. Contact centre operations is a relatively new industry. Several South African agencies, institutes, organisations and professional bodies are promoting and developing it in order to satisfy international and national market demands. Accordingly, additional information, knowledge and experience are needed to improve on how organisations integrate core business processes into these centres. In response to this need the industry is now being represented in higher education. Extensive supplementary material has been created to go with the main text. A CD enclosed with the title contains material for the student/CSR, which includes a comprehensive set of questions, role-plays, assignments and an industry-specific dictionary. The lecturer support material, which includes industry-specific video clips, the answers to the student questions and the industry.

Sales Management (Paperback, 3rd Edition): Sales Management (Paperback, 3rd Edition)
R421 R337 Discovery Miles 3 370 Save R84 (20%) In stock

The third edition of the highly successful Sales Management focuses on the requirements of sales management in the twenty-first century.

It offers the latest on the role of information technology and incorporates environmental factors and their impact on sales management. Key topics are the globalisation of markets, the strategic role of sales, relationship management, sales management planning, forecasting market demand and sales budgeting. This edition includes chapters on personal selling and new challenges in global selling.

The book tackles the organisation of the sales effort through sales force planning, recruitment and selection. There are practical chapters on sales training and development, compensation and incentives and the role of information in sales management.

Fundamentals of merchandising (Paperback): Jan Wiid Fundamentals of merchandising (Paperback)
Jan Wiid
R413 R328 Discovery Miles 3 280 Save R85 (21%) Within 4 - 8 working days

Fundamentals of Merchandising is not only an essential resource to new students of retail and merchandising, but is also a must-have guide for entrepreneurs thinking of starting a business. The book offers practical information on everything from store location, layout and design, to merchandise planning, control and pricing, as well as supply chains and how to manage them for maximum returns. It also offers practical advice on how to most effectively use colour and lighting in visual merchandising - factors critical to the success of any retail enterprise. Established authors in the field have put together a book that emphasises the importance of accurate market research and explains how to go about it in a way that is easy to read and use.

Visual Merchandising and Display (Paperback, 6th Revised edition): Martin M. Pegler Visual Merchandising and Display (Paperback, 6th Revised edition)
Martin M. Pegler
R1,855 R1,472 Discovery Miles 14 720 Save R383 (21%) In stock

As long as there are shoppers, there will be a need for visual merchandising. Zeroing in on all aspects of the craft--from classic techniques to the most avant-garde developments, "Visual Merchandising and Display," 6th Edition, teaches readers to present products at their best: color-coordinated, accessorized, and self-explanatory. Hundreds of examples from around the world demonstrate how retailers can reach their target markets by adding interest to window and interior displays. This new edition of the best-selling text also includes sections on sustainability, offering tips for "green" presentation. This book serves as a "how to" for creating a visual look and feel for a brand and optimizing images.

The Advertised Mind - Groundbreaking Insights into How Our Brains Respond to Advertising (Paperback, Special Edition): Erik du... The Advertised Mind - Groundbreaking Insights into How Our Brains Respond to Advertising (Paperback, Special Edition)
Erik du Plessis
R455 R380 Discovery Miles 3 800 Save R75 (16%) In stock

Advertising research organizations have been trying for years to measure the effectiveness of advertising. The Advertised Mind draws on the very latest research into the workings of the human brain undertaken by psychologists, neurologists and artificial intelligence specialists. Author Erik du Plessis uses this research to suggest why emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy the brand that is being advertised. He also draws on the findings of Adtrack's world-famous database of responses to over 30,000 TV commercials (the largest in the world). He explores what "ad-liking" really means, and suggests how this paradigm about the role of emotion has resulted in a continued effort to obtain maximum return from advertising spend.

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