Why do you think that the trend in marcom budgeting is toward increased expenditures on promotions and reduced advertising spending?
Answer to relevant QuestionsExplain the concept of momentum, and offer an account as to why momentum is important for a specific brand of your choosing 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 ...Using the framework in Figure 2.2, describe all personal associations that the following brands hold for you: (a) Harley-Davidson motorcycles, (b) Groupon couponing service, (c) Burton snowboards, (d) The Onion newspaper, ...Identify several brand logos other than those illustrated in this chapter and indicate why, in your view, these are effective logos. What is the distinction between a deceptive and an unfair business practice?
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