Groups such as Commercial Alert are concerned about the intrusion of advertising and other types of marketing messages into all aspects of consumers’ lives. Discuss some of the reasons consumer watchdog groups are critical of advertising and other types of marketing practices.
Answer to relevant QuestionsWhy is it important for those who work in the field of advertising and promotion to understand and appreciate all the various integrated marketing communication tools, not just the area in which they specialize? Discuss the role that integrated marketing communications plays in creating a brand image. How do media contribute to the development of these images?Discuss how attitudes toward the use of sex in advertising differ between men and women. Discuss the implications of these attitudinal differences for marketers who are developing ads for each sex.The cost of a personal sales call is very high relative to one exposure in other media, and continues to rise. Explain how effective utilization of the Internet can help bring these costs down.Figure 22-4 describes three types of sales positions. Discuss each of these. Describe some of the industries in which each might play a more important role.
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