Evaluate Nike’s decision to move away from the use of traditional mass-media advertising and focus more of its marketing budget on digital media. Do you agree with this decision or do you think Nike should be allocating more of its IMC budget to traditional media advertising?
Answer to relevant QuestionsThe lead in to this chapter discussed the millennial generation. Discuss some of the ways this segment is different from previous age cohorts.Discuss the role that integrated marketing communications plays in creating a brand image. How do media contribute to the development of these images?Discuss the pros and cons of using an in-house agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?The chapter opener discusses the success of Volkswagen in the U.S. market over the past five years. Evaluate the advertising the Deutsch LA agency has done for Volkswagen of America and the role it has played in helping to ...The chapter discusses the role of neuroscience in understanding consumer behavior. Discuss what is meant by neuroscience and provide examples of how this field of study may be helpful to consumer behavior.
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