Explain why attention is highly selective and what implication selectivity holds for brand managers and their advertising agencies.
Answer to relevant QuestionsMost marketing communications environments are cluttered. Explain what this means and provide several examples. Do not restrict your examples just to advertisements. In your own words, explain why it is extremely difficult to estimate sales-to-advertising response functions. Compare the difference between precisely wrong versus vaguely right advertising objectives. Give an example of each. Using equations 9.1 through 9.3, explain the various means by which advertising is capable of influencing a brand’s profitability. Some critics contend that advocacy, or issue, advertising should not be treated as a legitimate tax-deduction expenditure. Present and justify your opinion on this matter.
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