MDSB03H3 Final: MDSB03 2011 Final Study Guide ALL READINGS

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mauvemammoth176

15 Dec 2011

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Joseph turow - advertisers and audience autonomy at the end of television y. Gary cross a new consumerism 1960-80 y consumer rights movement y surge in economic activity. That is why branding works. y brands as gated communities. Loyalties y brands as religious stories: high end brands mimic the promise of religious metaphors and analogies, brand auras, and icons just mean that people believe that the brand symbolic, almost a religious significance. James b. twitchell absolut y ad is recognizable even without product y can t sell the product, you sell the packaging y meaning transfer. James b. twitchell the marlboro man y y. Leo burnett s brilliant campaign made marlboro the most valuable brand in the world. Just as we drink the label, we smoke the advertising y. The marlboro man has the been there done that vibe: most masculine american figure, easily recognizable and relatable to americana y. Week 5: consumption as rebellion: dissent as enticement.

Related Questions

Please be clear, concise and up to the point in your answer. Give real world examples to support your arguments.

AudiO Corporation is a manufacturer of high-end audio recording devices and car stereo players. Its products are known for excellent craftsmanship and sound quality. The primary target market for the company is executives in the age group of 30 to 40. The company is in the process of reworking its media mix. It had traditionally relied on television to spread its message. However, with the advent of video-on-demand and DVR systems, ad-skipping has become common. Some managers in the decision-making team feel that the bulk of the advertising budget should be allocated to Internet advertising. Which of the following, if true, would strengthen the argument for using television as the medium for the next campaign? A) A study shows that the bulk of television audiences are teenagers and people over 65. B) More than 43 percent of U.S. advertising dollars are spent on national and local television commercials versus 8 percent on Internet advertising. C) The number of video-on-demand viewers is expected to quadruple during the next five years. D) Increasingly, consumers are choosing not to watch ads. E) Effective television ads are still capable of holding the audience's attention.

plumhedgehog715

A consumer products manufacturer just introduced a new brand of frozen soup. The soup is being heavily advertised on television and in newspapers. Consumers are encourage to ask stores to stock the soup if it is not already available on the shelf. The soup manufacturer is using a ________________.

cooperative advertising program

pushing strategy

pulling strategy

creative selling strategy

public relations tool