What are some of the problems associated with setting communications objectives? How can marketers overcome these problems? Cite examples.
Answer to relevant QuestionsWhat are the values associated with setting objectives for IMC? How can marketers improve their communications programs by establishing specific objectives?The chapter discusses how the DDB agency was recently fired by Anheuser-Busch InBev even though the agency had created a number of award-winning advertisements for brands such as Budweiser and Bud Light. Evaluate the ...Discuss the various factors that account for the way divergence can be achieved in advertising creativity. Find an example of an advertisement that reflects these various characteristics and explain how it does so.Choose three of the advertising execution techniques discuss in the chapter and find examples of advertisements that are using them. Discuss why the marketers might be using these particular ad execution techniques.One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant by engagement. Is this ...
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