In your own words, explain why it is extremely difficult to estimate sales-to-advertising response functions.
Answer to relevant QuestionsEstablished brands’ shares of market tend to exceed their advertising shares of voice, whereas unestablished brands’ SOVs often exceed their SOMs. Using the concept of competitive interference as your point of departure, ...What reasons can you give for certain industries investing considerably larger proportions of their sales in advertising than other industries? Present arguments for and against using advertising agencies. Are there lessons to learn from the experiences of Alex Bogusky (CP+B), featured in the Marcom Insight? Explain the differences between USP and brand image creative styles, and indicate the specific conditions under which each is more likely to be used. Provide one illustration of each creative style, using examples other than ...Consumers occasionally find television commercials to be humorous and enjoyable. Some advertising pundits claim that such commercials may capture attention but are frequently ineffective in selling products. What is your ...
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