View the step-by-step solution to:

Question

Please answer the following questions, thank you!




2. Choose and read

three of the sources listed at the bottom of in the Marketing Memo on page 569: "Celebrity Endorsements as a Message Strategy."

After reading these articles, take a position: For or against using celebrities as endorsers.


3. Has TV Advertising Lost Power?

Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and, even worse, no longer as effective as it once was.

Critics maintain that consumers tune out too many ads by zipping and zapping and that it's difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV advertising disagree, contending that the multisensory impact of TV is unsurpassed and that no other media option offers the same potential impact.

Take a position: TV advertising has faded in importance versus TV advertising is still the most powerful advertising medium.


4. Dell® Computers has begun setting up kiosks demonstrating their products in regional malls across the country. They are also selling their computers in Wal-Mart stores, Best Buy, and other U.S. retailers. Dell will soon be selling through retailers in China. Consumers are no longer directed to their web site to place an order. Obviously, Dell has had to change its "contact" with consumers. What effect do you believe this type of change in their direct marketing mantra is having on Dell's business? Must other direct marketers make the change?

TEXT BOOK.png

TEXT BOOK.png

TEXTBOOK
Text Title:
Marketing Management
Publisher:
Pearson
Author (s):
Kotler, Philip & Keller, Kevin
Edition:
15th (2016)
ISBN:
978-0-13-385646-0

Recently Asked Questions

Why Join Course Hero?

Course Hero has all the homework and study help you need to succeed! We’ve got course-specific notes, study guides, and practice tests along with expert tutors.

  • -

    Study Documents

    Find the best study resources around, tagged to your specific courses. Share your own to gain free Course Hero access.

    Browse Documents
  • -

    Question & Answers

    Get one-on-one homework help from our expert tutors—available online 24/7. Ask your own questions or browse existing Q&A threads. Satisfaction guaranteed!

    Ask a Question
Let our 24/7 Marketing tutors help you get unstuck! Ask your first question.
A+ icon
Ask Expert Tutors You can ask You can ask ( soon) You can ask (will expire )
Answers in as fast as 15 minutes
A+ icon
Ask Expert Tutors