Discuss the factors that lead to commercial wear out giving attention to some of the reasons markets often run the same ad repeatedly. What are some strategies for delaying or even avoiding wear out?
Answer to relevant QuestionsDiscuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing communication programs. Choose a TV commercial or print ad and use the persuasion matrix to evaluate how it might ...Some marketers feel that the hierarchy of effects models may no longer reflect the characteristics of the consumer decision-making process. Discuss the pros and cons of these arguments.Explain the S-shaped response curve and the concave downward curve as they relate to budget setting. What are the differences in these two curves? Give examples of how each might be more appropriate for different products.Digital and Social Media Perspective 8-1 discusses how the Wieden + Kennedy agency has created an effective advertising campaign for Old Spice Hair and Body Wash with popular ads such as the “The man your man could smell ...What is meant by the mere exposure effect? Discuss how banner ads that appear on various websites might take advantage of the mere exposure effect.
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