The chapter discusses cause marketing, advocacy advertising and issue ads. Explain the differences between these forms of communication and give examples of each.
Answer to relevant QuestionsSocial media have had a profound impact on the power of publicity. Explain what this means and whether you believe it to be true or not. Provide examples to support your position.Why do companies get involved in event sponsorships? Is this an effective strategy? Give examples of event sponsorships that were successful and some that were not.Discuss the various types of pretests that advertisers employ. Why do marketers pretest ads? What are some reasons why marketers may not pretest?Why are so many multinational companies expanding into China? What challenges do marketers and advertising agencies face in developing IMC programs for the Chinese market?IMC Perspective 20-1discusses the battle that marketers of hard liquor have waged to advertise on television and the broadcast networks in particular. Do you agree with the DISCUS argument that for hard liquor should be ...
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