There are three general strategies for changing attitudes. Explain each, using, for illustration, consumers’ attitudes toward a fast-food chain of your choice (McDonald’s, Burger King, KFC, etc.).
Answer to relevant QuestionsAssume that you are on the fundraising committee for a non-profit institution. Explain how in this situation you could use each of the six influence tactics discussed in the text. Be specific. Repeat question 3, but use a relatively obscure brand as the basis for your application of Figure 8.1. Along the lines of the Petetables illustration (see Figure 8.2), identify a relatively unknown brand and explain how ...Show your understanding of Equation 9.4 and the data presented in Table 9.5 by constructing a spreadsheet (using, for example, Microsoft’s Excel) and altering the elasticity coefficients for different beers. For example, ...The Marcom Insight described the famous Macintosh Computer advertisement and characterized it as perhaps the single greatest commercial in advertising history. Without using any of the examples presented in this chapter, ...One requirement for effective advertising is the ability to break through competitive clutter. Explain what this means, and provide several examples of advertising methods that successfully accomplish this.
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