Assume that you are on the fundraising committee for a non-profit institution. Explain how in this situation you could use each of the six influence tactics discussed in the text. Be specific.
Answer to relevant QuestionsIn your own words, explain why it is extremely difficult to estimate sales-to-advertising response functions. Applying the principles of the Integrated Information Response Model (see Figure 8.3), which response pattern did they use—high involvement, low involvement, or continual switching? Advertising is said to be “a deposit in the brand equity bank,” but only if the advertising is “strong.” Explain. Select a magazine or newspaper advertisement and apply the MECCAS model to interpret the ad. Describe what you consider to be the ad’s value orientation, its leverage point, and so on. Using the concepts of attractiveness, expertise, and trustworthiness, explain what makes Tiger Woods an effective or ineffective endorser. Do the same for LeBron James, Alex Rodriguez, Aaron Rodgers, Derek Jeter, David ...
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