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Advertising and Sales Promotion, Net Bookmark Chapter 1, page 22
http://www.careers-in-marketing.com/adskill.htm
Do you think you have what it takes to work in advertising? Though there are many different career paths in advertising, there are several key skills and talents required by anyone who hopes to succeed in the field. Access the website and read the article. Based on the article, which skill is the most important for someone working in advertising?What three adjectives do you think best characterize a successful advertising professional?
Answer:
Communication skills are the most important for someone working in advertising.Students’ choices for adjectives that characterize advertising professionals will vary.Advertising and Sales Promotion, 1e Ken Kaser (Instructor Manual All Chapters, 100% Original Verified, A+ Grade) 1 / 4
Advertising and Sales Promotion, Net Bookmark Chapter 2, page 36
http://www.edmunds.com/
Online shopping sites, such as Edmunds.com, can help consumers in their decision- making process by (1) improving the quality of their choices and (2) reducing the effort required to make those decisions. Access Edmunds.com. Suppose you were in the market for a new car. How can the Edmunds.com site help you complete each step of the consumer decision-making process?
Answer:
Students’ answers will vary but should focus on each of the five steps in the consumer decision-making process: (1) recognize the problem, (2) search for information, (3) evaluate alternatives, (4) make the purchase, and (5) evaluate the purchase. 2 / 4
Advertising and Sales Promotion, Net Bookmark
Chapter 3, page 79
http://www.claritas.com/MyBestSegments/Default.jsp
When marketers know the demographic and psychographic characteristics of their target audience, their messages can be targeted more effectively. Marketing-information resources company Claritas provides demographic and psychographic information for any residential zip code in the United States. At My Best Segments website, click on the ZIP Code Look-Up link and enter the zip code 40472. (Use the PRIZM segmentation system.) Describe the demographic and psychographic characteristics of the people in that community.
Answer:
The demographic of zip code 40472 is largely rural and low-income. Psychographic characteristics include attending church, reading hunting magazines, and driving trucks.
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Advertising and Sales Promotion, Net Bookmark
Chapter 4, page 95
http://www.apple.com/ipod/
Is there a difference between a basic MP3 player and an iPod? Millions of satisfied iPod users would answer with a resounding, “Yes!” View Apple’s iPod page. How many different kinds of iPods does Apple sell? How are they different from one another? (Hint: Try the Compare iPod models link.) Which iPod would you characterize as the “basic product”? Why? If you were buying a new iPod, which would best meet your needs?Explain.
Answer:
Apple sells four different iPods: the iPod shuffle, iPod nano, iPod classic, and iPod touch.The iPod shuffle would probably best be characterized as the “basic product” in this line; it is the least-expensive model and offers the fewest features. Students’ personal choices will vary.
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