Explain the S-shaped response curve and the concave downward curve as they relate to budget setting. What are the differences in these two curves? Give examples of how each might be more appropriate for different products.
Answer to relevant QuestionsExplain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?Discuss the challenges Under Arm our faces in the female market for exercise apparel. Evaluate the strategy behind the “What’s Beautiful” campaign. Do you think this IMC campaign will be an effective way to position ...IMC Perspective 8-2 discusses how Siemens developed the “Answers” campaign to increase awareness of the company and create a stronger brand identity. Evaluate the big idea used for the “Answers” campaign and discuss ...Choose three of the advertising execution techniques discuss in the chapter and find examples of advertisements that are using them. Discuss why the marketers might be using these particular ad execution techniques.One well known media planner has noted that media buying is a combination of art and science with a definite bias toward art. Explain what this means and give examples of circumstances or situations in which this might be ...
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