Explain some of the reasons marketers are shifting their budget allocations from traditional to digital and social media. What are some of the advantages and disadvantages with this reallocation?
Answer to relevant QuestionsWhy is it important for marketers to set specific objectives for advertising and promotion? What criteria must these objectives meet to be valid?Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?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 ...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 ...IMC Perspective 9-3 discusses the legendary “1984” commercial used to introduce the Apple Macintosh personal computer. Why do you think Apple chose to never run this ad again after the Super Bowl, given its popularity ...
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