Questions from Advertising and Promotion

Q: Discuss how the implications of the social consumer decision journey framework might

Discuss how the implications of the social consumer decision journey framework might differ for a marketer of a high-involvement product such as a tablet computer versus a company marketing a low-invo...

Q: Discuss some of the reasons consumer packaged goods (CPG) marketers

Discuss some of the reasons consumer packaged goods (CPG) marketers are allocating more of their IMC budgets to digital and social media versus traditional media such as television and print. Do you...

Q: The chapter opener discusses how Under Armour has been very successful in

The chapter opener discusses how Under Armour has been very successful in its use of athletes as endorsers for the company/brand. Evaluate the strategy used by Under Armour in selecting and signing at...

Q: As noted in the chapter, there is an increased emphasis on

As noted in the chapter, there is an increased emphasis on the determination of ROI. Discuss some of the reasons leading to this increase in attention. Why is it so difficult to measure ROI?

Q: Discuss the pros and cons of using humor as the basis for

Discuss the pros and cons of using humor as the basis for an advertising appeal. Find an example of an advertising message that uses humor and evaluate it effectiveness.

Q: Discuss the problem of advertising clutter and how it is a problem

Discuss the problem of advertising clutter and how it is a problem in various media such as magazines, television and radio. What are some of the ways the media can address the clutter problem?

Q: What is meant by a qualitative media effect? Select a television

What is meant by a qualitative media effect? Select a television program or a magazine and discuss the nature of the media reception environment created by the show or the publication. What type of co...

Q: Discuss how marketers can use the persuasion matrix shown in Figure 6

Discuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing communication programs.

Q: Discuss the three primary source attributes noted by Herbert Kelman and the

Discuss the three primary source attributes noted by Herbert Kelman and the different processes by which they can influence attitude and/or behavior change. Find an example of an advertisement or oth...

Q: Find examples of an advertising message or campaign that uses the company

Find examples of an advertising message or campaign that uses the company CEO, president or founder as the spokesperson. Do you think this individual is an effective spokesperson for the company? Why...