The following quote from an advertising executive appeared in the chapter in the section under key IMC feature #2: “At the end of the day, [marcom agencies] don’t deliver ads, or direct mail pieces, or PR and corporate identity programs. We deliver results.” Explain what you think this executive meant in making this statement.
Answer to relevant QuestionsOne key feature of IMC is the emphasis on affecting behavior and not just its antecedents (such as brand awareness or favorable attitudes). For each of the following situations, indicate the specific behavior(s) that ...Why is demonstrating financial accountability an imperative for marcom practitioners? Compare and contrast the speak-for-itself and message-driven approaches to enhancing brand equity, Select a product category of personal interest and analyze the brand names for three competitive brands in that category. Analyze each brand name in terms of the fundamental requirements that were described in the chapter. ...In theory, corrective advertising represents a potentially valuable device for regulating deceptive advertising. In practice, however, corrective advertising must perform a very delicate balancing act by being strong enough ...
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