Discuss the reasons marketers might use user-generated content (UGC) for an advertising campaign. Do you agree with the decision by Ford to rely on UGC for the advertising done to support the “Fiesta Movement: A Social Remix” campaign? Why or why not?
Answer to relevant QuestionsWhat is meant by the mere exposure effect? Discuss how banner ads that appear on various websites might take advantage of the mere exposure effect.Discuss the role of headlines and in a print advertisement. What is the difference between a direct headline and an indirect headline and when might each be used?A number of studies have examined the role that personality and/or other personal characteristics may have on consumers’ media usage. Discuss some of these studies. Do you think that these characteristics may have an ...Discuss how companies that advertise on the Super Bowl are using it as an integrated marketing opportunity and leveraging their involvement with the game. Evaluate the pros and cons of releasing a Super Bowl ad prior to the ...Discuss recent developments in the measurement of television viewing audiences and their implications for advertisers. Do you think advertisers should have to pay for viewers who watch TV shows on a time-shifted basis on ...
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