Assume that you are a marketing director for the business of your choice-it can be a real
business or an imaginary one -and you need to reach a local audience. You are asked to
compare billboard advertising and transit advertising, including their advantages and
disadvantages, and prepare a short report detailing these issues. Briefly outline the
report you would write, paying particular attention to the best way to promote the
brand, the type of product or service you are selling, the geographic area you are in, the
demographics of the local population, etc.
The Internet may provide segmented audiences to a point, but it is not really a suitable
format for niche marketing.
The industry’s media and agencies seem to be consolidating into fewer and fewer large
firms, thus, there are fewer media options.
Robert Sternberg’s suggestions for boosting creativity stress that you should learn to see
problems the way other people see them.
There was keen interest as well as great ambivalence about science after World War II,
so people were intrigued by ‘scientific advertising” but also cautious about its potential
for harm or misuse.