He will want to monitor weather changes in

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He will want to monitor weather, changes in competitors' offerings, sudden changes in the economy, particularly gasoline availability, and travel security concerns. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 17-01 Describe the steps in designing and executing an advertising campaign. Topic: Assess Impact Using Marketing Metrics 137. (p. 369) What is puffery? Why is puffery not illegal in the United States? Give an example of an advertising message containing puffery. Puffery is the legal exaggeration of praise, stopping just short of deception, lavished on a product. In the United States, the prevailing government attitude is that consumers are assumed to be rational and capable of evaluating advertising claims. "The Best Ribs in Town" would be an example of puffery--exaggerated but difficulty to prove or disprove--unless there has been a specific survey to back up the claim. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 17-05 Identify agencies that regulate advertising. Topic: Regulatory and Ethical Issues in Advertising 138. (p. 369- 370) Why is public relations an important part of a marketing campaign? Students should be able to identify credibility and cost issues. They should also demonstrate an understanding of the scope of public relations activities. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-06 Describe the elements of public relations. Topic: Public Relations 139. (p. 371- 373) Many small "main street" retailers find advertising either too expensive or ineffective. In this situation, these business owners turn to sales promotion to complement or augment their advertising efforts. Describe three kinds of sales promotion a small, main street retailer might use, including the advantages and disadvantages of each sales promotion method. Answers will vary but could include almost any of the choices listed in Exhibit 18.6: Kinds of Sales Promotion. The only probable exception is product placement. It is unlikely this is
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affordable or appropriate for this type of firm. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 17-07 Identify the various types of sales promotions. Topic: Sales Promotion 140. (p. 357) Why do marketers need to create an advertising plan before they initiate a campaign? The plan will later serve as the yardstick to measure the success or failure of the campaign. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 17-02 Identify three objectives of advertising. Topic: Set Advertising Objectives 141. (p. 359) Why should a marketer NOT use persuasive advertising communication to introduce hydrogen-powered automobiles? Hydrogen-powered automobiles are a new product. Marketers should use informative advertising communication during the introductory stage of the PLC. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 17-02 Identify three objectives of advertising.
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