Some marketing people claim that any news about a brand, negative or positive, is good as longs as it enables the brand to get noticed and encourages people to talk about the brand. Do you agree that negative publicity is always good? Under what conditions might it not be good?
Answer to relevant QuestionsWhat is the distinction between top-down (TD) and bottom-up (BU) budgeting? Why is BUTD used in companies that are more marketing oriented, whereas TDBU is found more frequently in finance-driven companies? With reference to the Marcom Insight segment that opened the chapter and in view of the detailed section on brand equity later in the chapter, explain why brand awareness is a necessary but insufficient indicator of brand ...Faced with the rumor about Corona beer being contaminated with urine (see discussion earlier in the chapter), what course of action would you have taken if the Heineken distributor in Reno had not been identified as starting ...Changeable message signs are billboards that vary the advertising message on a schedule of every 4 to 10 seconds. What, in your opinion, is the value of this technology to the advertiser, and what are the potential hazards ...Although not presented in the chapter, the POPAI Consumer Buying Habits Study revealed that the percentage of in-store decisions for coffee was 57.9 percent, whereas the comparable percentage was 87.1 percent for a group of ...
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