Advertising Management Ch 2. NOT DONE

Advertising Management Ch 2. NOT DONE - Sarah Anderson...

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Sarah Anderson Advertising Management Ch. 2 Written Assignment David Smith Answer Question 1. Parts a through h in Exploring Advertising (Page 54) a. Adds value to the brand. Explain what value is added and how. Advertising and promotion is an inherent feature of the product itself. By making the product better known, advertising can be the product more desirable to the consumer. In these ways, advertising adds value to the brand. Abercrombie and Fitch is a good example because it is advertised as being the hip, sexy, casual brand, rather than a brand that is unknown. b. Stimulates primary or secondary demand (or both). Explain what kind of demand is stimulated and how you determined this. c. Provides an example of puffery. Describe puffery and explain why you do or don't consider it deceptive. Puffery refers to exaggerated, often subjective claims that can't necessarily be proven true or false, such as “the best” or “the only way to fly”. Papa Johns advertised “better ingredients, better pizza”. Pizza Hut saw it differently and sued Papa
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This note was uploaded on 05/11/2011 for the course ECON 2000 taught by Professor Paulkivi during the Spring '11 term at Bemidji State.

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Advertising Management Ch 2. NOT DONE - Sarah Anderson...

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