Question Unit 1 Can advertising be successful in an economy in which deman

Unit 1

Can advertising be successful in an economy in which demand is greater than supply? What are the pros and cons of using advertising instead of other marketing methods?

Unit 1 discussion 2

Marketers are sometimes criticized for targeting vulnerable consumers. For example critics point to ads for malt liquor in inner-city neighborhood billboards. Do marketers have a responsibility to limit to who they target or are all potential market segments fair game?

Unit 2

Select and evaluate at least three ads for products that represent all three stages of the product life cycle. Support your evaluation with an assessment of why you think the products fit in these stages. Compare your examples with those of your classmates.

Unit 2 discussion 2

Select and evaluate at least three brand names and defend each brand’s supporting branding and positioning strategy. Include a relevant quote from your textbook within the response.

Unit 3

Should companies use advertising agencies or do their own advertising? Support your position. Within your response, include a relevant quote from your textbook.

Unit 3 discussion 2

Reach and frequency are both emphasized when doing media planning. What is the difference between the two concepts? Which is more important and why? Within your response, include a relevant quote from our textbook.

Unit 4

Out-of-home advertising is not as targeted as some other forms of advertising. Should companies engage in more out-of-home advertising?

Unit 4 discussion 2

Many comment that sales promotion only creates short-term sales and does not do enough to create long-term customers. Do you agree with this statement? Explain.

Unit 5

In Unit 4 we you read about Media Strategy, including Digital and Direct Response as forms of advertising. This week we you will learn about television, radio and print media. If you were a media planner for a large Fortune 500 company (your choice) what would be your top three strategic considerations when developing a media schedule? Support your response with at least one quote from your textbook.

Unit 5 discussion 2

What are the pros and cons of limiting an advertising strategy to television, radio, and print media? Explain.

Unit 6

What are the responsibilities of advertising from a social perspective, a legal perspective, and an economic perspective? Within your response, include a quote from your textbook.

Unit 6 discussion 2

Is it okay that companies use puffery in their ads? What is puffery and why does the FTC allow it occur in advertising?

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