Questions from Advertising and Promotion

Q: The chapter opener discusses the award-winning #LikeAGirl campaign developed

The chapter opener discusses the award-winning #LikeAGirl campaign developed by the Leo Burnett agency for Procter & Gamble's Always brand. Why do you think this campaign was so successful and result...

Q: Marketers continue to increase their marketing efforts to the Hispanic market,

Marketers continue to increase their marketing efforts to the Hispanic market, while at the same time evidence suggests that younger Hispanics are becoming more integrated into the mainstream. What ar...

Q: What is meant by a primacy versus recency effect? When might

What is meant by a primacy versus recency effect? When might an advertiser want to try and achieve each type of effect?

Q: Explain what is meant by a central versus peripheral route to persuasion

Explain what is meant by a central versus peripheral route to persuasion and the factors that determine when each might be used by consumers in response to an advertisement or other form of marketing...

Q: Global Perspective 5-1 discuss the problems marketers encounter when developing

Global Perspective 5-1 discuss the problems marketers encounter when developing advertising messages in different languages and for different cultures. Discuss some of the ways marketers can deal with...

Q: What is meant by encoding? Discuss how encoding differs for various

What is meant by encoding? Discuss how encoding differs for various types of advertising messages such as radio and television commercials, print ads, and digital/online ads.

Q: Explain the concept of viral marketing and how it relates to word

Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when usi...

Q: The chapter discusses the Fiesta Movement social media campaign used by Ford

The chapter discusses the Fiesta Movement social media campaign used by Ford to launch its new Fiesta subcompact car in the U.S. market. Discuss the pros and cons of this program and assess the amoun...

Q: Digital and Social Media Perspective 5-1 discusses the age bias

Digital and Social Media Perspective 5-1 discusses the age bias that exists in advertising and digital agencies against older people who may not be as digitally savvy as the younger generation. Do you...

Q: What is meant by the element of noise in marketing communications process

What is meant by the element of noise in marketing communications process? Discuss how mobile devices such as laptops, tablets and smartphones are contributing to the noise problem for television adve...