The Outhouse Springs bottled water case illustrated an effective application of billboard advertising. With reference to the material on “buzz generation” and viral marketing covered in Chapter 21, what is it about this particular campaign that may make these results atypical and thus unrepresentative of more mundane products advertised via billboards?
Answer to relevant QuestionsBrand positioning and targeting also are necessarily interdependent. Explain this interdependency and provide an example to support your point. One 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 ...Provide examples of brands that in your opinion are positioned in such a way as to reflect the five personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Conduct an informal audit of on-premise business signage in your college or university community. Specifically, select five examples of on-premise signage that you regard as particularly effective. Using material from ...Although not presented in the chapter, the POPAI Consumer Buying Habits Study revealed that the percentage of in-store decisions for coffee was 57.9 percent, whereas the comparable percentage was 87.1 percent for a group of ...
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