Assume that your college or university has had difficulty getting nonstudent residents in the local community to attend basketball games. Your school’s athletic director requests that an organization you belong to (say, a local chapter of the American Marketing Association) develop an advertising program that is to be targeted to local residents to encourage them to attend basketball games. What measures/metrics could you use to assess whether the advertising program you developed has been effective? How might you assess the ad campaign’s ROMI?
Answer to relevant QuestionsUsing the framework in Figure 2.2, describe all personal associations that the following brands hold for you: (a) Harley-Davidson motorcycles, (b) Groupon couponing service, (c) Burton snowboards, (d) The Onion newspaper, ...Compare and contrast the speak-for-itself and message-driven approaches to enhancing brand equity, Assume you work for a company that is in the business of creating brand names for clients. One of your clients is a major automobile company. This company is in the process of introducing a new electric automobile to compete ...When discussing the criticism that advertising is manipulative, a distinction was made between persuasion efforts of which consumers are cognitively aware and those that fall below their conscious radar screens. First, ...Are you in favor of the FDA requiring nutritional labeling, or do you consider such requirements an unnecessary intrusion into the free marketplace? Justify your position on this matter.
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