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 what other business-to-business marketers might learn from analyzing this campaign.
Answer to relevant QuestionsThe chapter opener discusses the new “LIVE MÁS” campaign for Taco Bell. Analyze the creative strategy for this campaign, giving attention to the type of creative appeals used as well as the advertising execution.Discuss some of the reasons a marketer might choose to create a personality symbol or character to represent the company or brand. Analyze the strategy behind Dos Equis’ use of “The Most Interesting Man in the World’ ...Research has indicated that the number of exposures to reach optimal frequency to a commercial is three. However, this research was conducted decades ago, and many marketers believe that this number may be too low. Discuss ...Figure discusses the advantages and disadvantages of media. Describe any factors that may be taking place that might change the disadvantages or advantages of various media.Discuss the reasons for the growing popularity of sports programming on television. What are some of the ways advertisers can capitalize on the popularity of sports programs as a media vehicle?
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