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Interview Bob Arnold - 5 Can marketing and advertising be...

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Evan Brown Girton Extended Essay AA 13 October 2009 Interviews (Expert) Bob Arnold 1) How are you qualified to understand the media, marketing and advertising? Lots of internal training at P&G, mentors, read 2) What individuals, organizations, books or articles would help me to better understand the media, marketing and advertising? Lovemark 3) What are some goals for marketing and advertising, other than increase sales? Awareness – drive loyalty – drive a call to action In the end this will drive sales 4) Is there a point when a business is no longer dependent on marketing and advertising to be successful? If they were a monopoly
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Unformatted text preview: 5) Can marketing and advertising be separated or do they always work together? • To grow larger – use more M+A • Can separate the two – no ads but products could go higher on shelves than the competition 6) Examples, specific products that have made rebounds with marketing and advertising or failed because of a lack of it? • Crest White Strips – has most of market – drives loyalty through m+a • Hyundai – ad that you can buy car and return it if you lose your job • Blair Wtch Project – movie that used no M+A but was successful because it was so bizzar Brown 1...
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