The new media discussed in this chapter have some distinct advantages over traditional media, but also have some disadvantages. Discuss some of the advantages and disadvantages of traditional and new media.
Answer to relevant QuestionsDiscuss the role of social media in an IMC program. What can these media contribute in regard to helping marketers achieve communications objectives?A trend among advertisers is to make more use of consumer generated commercials to be placed on You-Tube and similar sites. Discuss some of the advantages and disadvantages of employing this strategy.IMC Perspective 16-1 discusses the contest Unilever and its ad agency developed to launch the new Axe Apollo men’s personal care product line. Evaluate this contest as a consumer franchise building promotion for the Axe ...Research studies have indicated that cause marketing can actually lead to an increased intention to purchase a brand. Explain why this is the case and provide examples that you feel may pertain.Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have shown that they usually do not do so. Cite some of the reasons managers should measure effectiveness, ...
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