Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have shown that they usually do not do so. Cite some of the reasons managers should measure effectiveness, and why they do not.
Answer to relevant QuestionsMarketers have turned to physiological measures in an attempt to determine the effectiveness of their advertising. Discuss some of the methods being used, and the advantages and disadvantages of each.Discuss the various types of pretests that advertisers employ. Why do marketers pretest ads? What are some reasons why marketers may not pretest?Global Perspective 19-1 discusses how many multinational companies have been focusing more attention on the 4 billion consumers who live in the remote, rural communities of developing countries. Discuss the challenges ...Discuss the need for regulation of advertising and other IMC tools Do you advocate more or less regulation of advertising and other forms of promotion by governmental agencies such as the Federal Trade Commission and the ...Find several examples of advertising claims or slogans that are based on puffery rather than substantiated claims. Discuss whether you feel these advertising claims can be defended on the basis of puffery.
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