midterm-exam-mkt-620.docx - Midterm Exam MKT 620 Steve Bray Essay Answers Answers should be half to a full page in length Please do your own work You

midterm-exam-mkt-620.docx - Midterm Exam MKT 620 Steve Bray...

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Midterm Exam MKT 620 Steve Bray Essay Answers. Answers should be half to a full page in length. Please do your own work. You may use sources outside of the text, but do not use Wikipedia as a source. 1. Discuss the concept of buzz marketing and some of the reasons markets are using the technique. Do you think there are any ethical issues that should be considered in using buzz marketing techniques? 2. Establishing brand image is often difficult for new companies. Explain what these companies must do to establish a strong brand image. You can use a real brand image in your discussion. 3. Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency? 4. A number of factors may lead to problem recognition among consumers.
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