The American Medical Association encountered a firestorm of controversy when it agreed to sponsor a line of health care products manufactured by Sunbeam (a decision it later reversed). Should trade or professional organizations, journalists, professors, and others endorse specific products at the expense of other offerings?
Answer to relevant QuestionsA marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to using one or the other. Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve an establishment’s images via the strategies described in this chapter. Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, etc.). What specific brands do you feel each could effectively endorse? Describe the difference between a membership and an aspirational reference group and give an example of each kind. What is the FLC, and why is it important to marketers?
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