Established brands’ shares of market tend to exceed their advertising shares of voice, whereas unestablished brands’ SOVs often exceed their SOMs. Using the concept of competitive interference as your point of departure, explain these relationships.
Answer to relevant QuestionsConstruct a picture to represent your understanding of how the encoding variability hypothesis applies to an advertising context. Use an actual brand for illustration purposes. Compare the difference between precisely wrong versus vaguely right advertising objectives. Give an example of each. Ad agency compensation is increasingly turning to performance- or outcome-based compensation. Explain how this form of ad agency compensation works and why it potentially is superior to alternative methods of compensating ad ...Select two advertising campaigns that have been on television for some time. Describe in detail what you think their creative message styles are. Identify two or three YouTube videos with brands that you consider humorous. Is the use of humor appropriate for the brands advertised in these videos and given their likely target audiences? Justify your responses.
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