08 Oct Marketing Communication
Principles of Marketing
DQ1 Ethics Exercise
Prior to the completion of this discussion board post, please review:
Reading: Chapter 15 Marketing Communication pg 270
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Background: Integrated Marketing Solutions is a consumer-products marketing services firm. Currently, the firm is handling the launch of a new book for one of its publishing clients. The campaign includes advance review copies for key book reviewers, “Coming Soon” posters for booksellers, an author book-signing tour, and several television interviews. Everything has been produced and scheduled for release next week. Today, Jane Kershaw, the account executive, has learned that although the book received numerous favorable reviews, the review quoted on all of the promotional materials is fabricated.
Question: What should Jane do?
In your post please provide at least two APA references to support your answer (You can utilize the textbook). You can utilize the Purdue Online Writing Lab (OWL) (Links to an external site.)website for the correct way to reference the articles used.
DQ2 Brands and Advertising
Prior to the completion of this discussion board post, please review:
Reading: Chapter 16 Advertising Public Relations and Sales Promotions pg. 288
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Background:Advertising helps marketers increase or maintain brand awareness and, subsequently, market share. Typically, more is spent to advertise new brands with a small market share than to advertise older brands. Brands with a large market share use advertising mainly to maintain their share of the market. Advertising affects consumers’ daily lives as well as their purchases. Although advertising can seldom change strongly held consumer attitudes and values, it may transform a consumer’s negative attitude toward a product into a positive one. Finally, advertising can also change the importance of a brand’s attributes to consumers. By emphasizing different brand attributes, advertisers can change their appeal in response to consumers’ changing needs to try to achieve an advantage over competing brands.
Question:
What is an advertising appeal? Give some examples of advertising appeals you have observed recently in the media.
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