Abstract Advertising is one of the key elements in building a brand personality‚ which is equally important to the marketer & consumers. Brand personality is distinct‚ non preemptible enduring and associates the brand with certain values. Brand personality acts a potent brand differentiator and offers sustainable competitive advantage. Advertising by creating or reinforcing brand’s personality enhances brand value or equity ‚ which in turn can be leveraged through brand extension. Brand
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9) Aurora Foods Inc. markets Log Cabin‚ Mrs. Butterworth’s‚ and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for each brand. A | inherent drama | B | brand image | C | unique selling proposition | D | positioning | E | repositioning | 9) Aurora Foods Inc. markets Log Cabin‚ Mrs. Butterworth’s‚ and Aunt Jemima brands of pancake syrup. Aurora is most likely to use a _____ approach to developing creative strategy for
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Although the average citizen is usually annoyed by all the advertisements printed in newspapers and magazines and the commercials broadcast on TV‚ the impact of the whole advertising industry on a single person is immense and plays a very important role in our lives. Advertising absorbs vast sums of money but it is useful to the community. What are the functions of advertisements? The first one to mention is to inform. A lot of the information people have about household devices‚ cars‚ building
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Social and Private Benefits of Higher Education: We know that education is a merit good and consumption of merit goods create positive externality effects; this is where the social benefit form consumption exceeds the private benefit. The private benefits of undertaking and completing a course of study in higher education are numerous. Employers tend to value graduate’s skills‚ which is why there is greater chance of being employed. Another benefit is that the salary the graduate is likely to
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The Role of Consumer Involvement in Determining Cognitive Response to Broadcast Advertising Laura M. Buchholz Robert E. Smith This paper investigates the role of involvemeni in deurmmitxg consumer response to radio and TV commercials. Afur reviewing reletani Uterature. a summary model thai focuses on the amount and type of cognitive elaboration and subsequent ejects on consumer recognition of the brand and message points is presented. Hypotheses are developed that predict interaction ejfects
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EVALUATING THE SOCIAL‚ ETHICAL‚ AND ECONOMIC ASPECTS OF ADVERTISING Chapter Overview Advertising is a very powerful and influential force in our society‚ and this text would not be complete without considering the various perspectives and criticisms regarding its social and economic effects. The first half of the chapter focuses on the various criticisms of advertising from an ethical and societal perspective. Attention is then given to appraising the effects of advertising on the economy
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Sarah Sutherland Professor Garner English 1020 7 March 2013 Social Networking and the Benefits of Being Connected Controversy with social media networking sites is not a new issue by any means. What seems to be on a lot of people’s minds is just how it is being used. There are always pro’s and con’s with any source of media being used whether it is utilizing social networking sites for professional use such as job searching‚ socially sharing information while keeping in touch with family
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Benefits of Internet and Social Media to Students Internet and social media is student best friend. They provide needed materials within a short span of time. They allow interactions among student to be easy and convenient. Most of the times are when students get required information from the internet and this helps them in their studies. Since plagiarism is not allowed in their work‚ there is online plagiarism checker which verifies zero percentage plagiarism before the work is forwarded for marking
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INTRODUCTION In the business context‚ advertising is a marketing tool that is aimed at convincing consumers to purchase goods and services offered by the advertiser. In this vein‚ advertisement has been recognized as a marketing tool with a broader exposure and a long lasting effect in the viewers mind (Abideen & Saleem‚ 55). Abideen and Saleem (55) further point out that the concept of advertising is based on promotion as one of the 4P’s in the marketing mix. It promotes product awareness
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Social Media Communication - Risk and Benefit MGT300 August 11‚ 2013 Social Media Communication – Risk and Benefit You’re dammed if you do‚ and you’re dammed if you don’t. Communication in the 21st Century has given corporations a global audience‚ using the ever growing‚ and easily accessible interaction of social media. Like many other corporate leaders‚ Best Buy CEO Brian Dunn accepted his trusted Chief Marketing Officer’s suggestion to use “Twitter” as a form of communication‚ which
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