The chapter opener discussed the Fiesta Movement social media campaign used by Ford to launch its new Fiesta subcompact car in the U.S. market. Discuss the pros and cons of this program and assess the amount of risk Ford took in allowing the agents to use social media to communicate with their friends about the car.
Answer to relevant QuestionsDo you think it was a good strategy for Ford to use the Fiesta Movement again in 2013 as part of its IMC program for the redesigned Fiesta? Why or why not?What is meant by encoding? Discuss how encoding differ for radio versus television commercials as well as for print.NBA star Kobe Bryant has been able to rebuild his image after charged with sexual assault a number of years ago. Do you agree with the decision by companies and brands such as Turkish Airlines and Vitamin water to use Bryant ...Companies like P&G and Kraft Foods have found success by increasing their IMC budgets while other companies reduce theirs during a recession. Explain why they have likely achieved this success.Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?
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