What does it mean to say that marketing communications should be directed, ultimately, at affecting behavior rather than merely enhancing equity? Provide an example to support your answer.
Answer to relevant QuestionsWhy is demonstrating financial accountability an imperative for marcom practitioners? Provide several examples of co-branding or ingredient branding other than those presented in the chapter. What determines whether a new product or service has relative advantages over competitive offerings? Identify the relative advantages of each of the following: disposable cameras, hybrid automobiles, computer tablets, 3D ...Give examples of advertising claims that, if found false, probably would be considered material and those that probably would be evaluated as immaterial. Is targeting unethical or just good marketing? Identify the arguments on both sides of the issue, and then present your personal position.
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