Virtually any space is a potential medium for a marketer’s advertisement. Identify several novel forms of advertising media that go beyond the “other” media described in this chapter. Describe the target for each of these novel media, and offer an explanation as to why, in your opinion, each novel medium is effective or ineffective.
Answer to relevant QuestionsWhy is target audience selection the critical first step in formulating a media strategy? Compare and contrast TRPs and GRPs as media selection criteria. It is desirable that the measurement of advertising effectiveness focuses on sales response rather than on some precursor to sales, yet measuring sales response to advertising is typically difficult. What complicates the ...In your opinion, why do commercials for familiar brands with strong equities wear out less rapidly than is the case for unfamiliar brands? In your own words, explain the practices and problems of forward buying and diverting. Also, describe the advantages and disadvantages of bill-and-hold programs.
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