Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
As a social process, advertising is marked by the struggles for control and power that
occur within departments, between departments, and between the agency and its clients
on a daily basis.
Image ads tend to generate fewer consumer counterarguments, when compared to other
types of ads.
Describe the principle known as niche marketing. What are the competitive advantages
of marketing to a niche?
Today, unlike years past, if a company produces and disseminates enough digital,
mobile, online, and even traditional advertising for its offering, even a brand that does
not meet consumers needs can succeed.
Shortly after Juan bought a Ford truck, he began to second-guess his decision,
nervously questioning whether the Toyota or Chevy trucks were actually better deals.
He wondered if he had really made the right purchase, going through a common
experience called internal search.
Some argue that sales should not be set as an objective for advertising, since advertising
is only one variable in an entire marketing mix and cannot be solely responsible for
selling the product.
A fee systemis much like that used by consultants or attorneys, whereby the advertiser
and the agency agree on an hourly rate for different services provided.
