Advertising is said to be “a deposit in the brand equity bank,” but only if the advertising is “strong.” Explain.
Answer to relevant QuestionsPresent arguments for and against using advertising agencies. Are there lessons to learn from the experiences of Alex Bogusky (CP+B), featured in the Marcom Insight? Data in this same section indicated that nondurable goods (versus durables) are relatively more responsive to price cuts than advertising increases. Offer an explanation for this differential. When discussing the concept of advertising novelty, the chapter stated that novelty is a necessary but insufficient condition for advertising creativity. Explain what this means. Comment on the following allegation: “There is too much use of sex in advertising.” What are the advantages and disadvantages of cable television advertising? Why are more national advertisers turning to cable television as a viable advertising medium? How is social media (Twitter, Facebook, etc.) becoming ...
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