Some economists believe that the impact of advertising on sales follows an S-shaped curve, while others argue for a concave-downward curve. Discuss the differences in these perspectives. Is it possible for both to be correct?
Answer to relevant QuestionsExplain some of the reasons marketers are shifting their budget allocations from traditional to digital and social media. What are some of the advantages and disadvantages with this reallocation?Explain the S-shaped response curve and the concave downward curve as they relate to budget setting. What are the differences in these two curves? Give examples of how each might be more appropriate for different products.Find an example of an ad or campaign that you think reflects one of the approaches used to develop a major selling idea such as unique selling proposition, brand image, inherent drama, or positioning. Discuss how the major ...Explain the concept of transformational advertising. Find an example of a company that is using transformational ads and discuss how the ads might enhance the experience of using the product or service.Choose a current advertising campaign and analyze it with respect to the creative guidelines discussed in the last section of the chapter. Identify any areas where you feel the campaign does not meet the guidelines and ...
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