Questions from Advertising and Promotion

Q: Television commercials are often developed that rely on unusual creative tactics and

Television commercials are often developed that rely on unusual creative tactics and have very little relevance to the product or service being advertised. Creative personnel in agencies defend...

Q: Evaluate the debate over creative versus hard-sell advertising. Discuss

Evaluate the debate over creative versus hard-sell advertising. Discuss the arguments for and against each perspective. Who should be responsible for judging the creativity of an ad—clients or agency...

Q: Briefly describe the five major communication interfaces and decision points in the

Briefly describe the five major communication interfaces and decision points in the model of marketing information flow shown in Figure 8-3. Discuss how breakdowns in communication can occur at each i...

Q: As noted, packages are now becoming communications tools, serving as

As noted, packages are now becoming communications tools, serving as advertising vehicles. At the same time, packages are changing the other marketing mix elements as well. Discuss how packages are be...

Q: Discuss the key characteristics of a unique selling proposition. What are

Discuss the key characteristics of a unique selling proposition. What are some of the factors an advertiser must consider in developing an advertising campaign that uses a USP as the basis for the ma...

Q: Discuss the difference between an advertising appeal and a creative execution style

Discuss the difference between an advertising appeal and a creative execution style.

Q: Discuss how teaser advertising might be used to introduce a new product

Discuss how teaser advertising might be used to introduce a new product or brand or to reposition an existing brand. What factors should marketers take into consideration when using a teaser campaign?...

Q: Why do many advertisers pay large sums of money to celebrities to

Why do many advertisers pay large sums of money to celebrities to do the voiceovers for their commercials? Do you think consumers recognize the voices of the celebrities doing the commercials? Is it n...

Q: The chapter discuses how the campaign featuring the Aflac duck has been

The chapter discuses how the campaign featuring the Aflac duck has been very successful in increasing awareness as well as sales for the supplemental insurance company. Why do you think this campaign...

Q: Some business to business advertisers (for example, copy machine

Some business to business advertisers (for example, copy machine companies) advertise on NFL Sunday and/or Monday Night football games. As might be expected, such a buy would lead to a high level of...