Discuss the various criteria that might be used by an automobile company such as Volkswagen in evaluating its advertising agencies. Which of these criteria do you think would receive the most weight and why?
Answer to relevant QuestionsDiscuss the pros and cons for a marketer having one company handle all of its marketing communication needs versus using specialized marketing communication firms to handle the various components of the program.The chapter discusses a variety of research methodologies to examine consumers’ behaviors. Discuss some of these, focusing on the advantages and disadvantages of each.There has been controversy over the existence of subliminal advertising for quite some time. Explain why. Why do you think this topic continues to hold so much interest?What is meant by encoding? Discuss how encoding differ for radio versus television commercials as well as for print.Visit the website for the Montana Meh Project (www.montanamethproject.org) and choose three ads that use various levels of fear in the message. Discuss why each ad may or may not be effective.
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