Repeat question 3, but use a relatively obscure brand as the basis for your application of Figure 8.1. Along the lines of the Petetables illustration (see Figure 8.2), identify a relatively unknown brand and explain how marcom efforts must attempt to move prospective customers through the various hierarchy stages.
Answer to relevant QuestionsApplying the principles of the Integrated Information Response Model (see Figure 8.3), which response pattern did they use—high involvement, low involvement, or continual switching? Describe circumstances when each of the five advertising functions described in the chapter might be more important than the others. Research results were presented showing that sales volume is about 14.6 times more responsive, on average, to changes in price than to changes in advertising. Explain exactly what this means for the brand manager of a brand ...When discussing the concept of advertising novelty, the chapter stated that novelty is a necessary but insufficient condition for advertising creativity. Explain what this means. Presented early in the chapter was a quote from philosopher Alfred North Whitehead stating “Seek simplicity and distrust it.” What does this quote mean in terms of the effectiveness of particular advertising appeals, ...
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