The chapter opener discusses the success of Volkswagen in the U.S. market over the past five years. Evaluate the advertising the Deutsch LA agency has done for Volkswagen of America and the role it has played in helping to turn around the company in the U.S. market. How important is advertising for an automotive company such as Volkswagen?
Answer to relevant QuestionsWho are the various participants in the integrated marketing communications process? Briefly discuss the roles and responsibilities of each.Behavioral targeting has been attacked by many as an invasion of privacy. Describe what behavioral targeting is and the pros and cons of this ethical argument.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 ...Discuss how the implications of the social consumer decision journey framework might differ for a marketer of a high involvement product such as a tablet computer versus a company marketing a low-involvement product such as ...Discuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing communication programs. Choose a TV commercial or print ad and use the persuasion matrix to evaluate how it might ...
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