Some marketers have argued that the strength of the Internet in an IMC program is at the mid stage of the consumer funnel (knowledge, consideration, etc.) Discuss whether you agree or disagree with this position, and support your position with examples.
Answer to relevant QuestionsThe chapter opener discusses the problems JC Penney encountered when it tried to cut back on the use of promotions and move to a “fair and Square” pricing and promotion model. Why do you think JCP customers reacted so ...IMC Perspective 16-1 discusses the contest Unilever and its ad agency developed to launch the new Axe Apollo men’s personal care product line. Evaluate this contest as a consumer franchise building promotion for the Axe ...As noted in the chapter lead in, many companies have suffered from the consequences of negative publicity. Discuss what companies might do to ward off the negative impact of bad press. How well did companies in the lead-in ...Discuss some of the advantages and disadvantages of public relations. Now do the same for MPR’s. What are some of the problems with existing effectiveness measures? Discuss the essentials of effective testing methods.
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