Question: Below you have the Rossiter-Percy grid which provides a structure for identifying the appropriate creative tactics to be used in effecting positive brand attitude with

Below you have the Rossiter-Percy grid which provides a structure for identifying the appropriate creative tactics to be used in effecting positive brand attitude with advertising and other marketing communication. Please explain each quadrant and choose one tactic that maybe suit best the new Lacoste perfume advertised in the above picture. Please, clearly motivate your choice. The answer is worth 10 points for the explanation of the Matrix and 2 points for the example provided based on the above advertising. Overall, the question is worth 12 points.

Below you have the Rossiter-Percy grid which

MOTIVATION Informational Transformational (negative) (positive) Low INVOLVEMENT High FIGURE 6.4 Rossiter-Percy grid brand attitude strategy quadrants

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