As a marketing consultant, you have been asked to evaluate a new promotional campaign for a large retail chain. The campaign strategy is aimed at increasing group shopping. What recommendations would you make?

| May 21, 2014

As a marketing consultant, you have been asked to evaluate a new promotional campaign for a large retail chain. The campaign strategy is aimed at increasing group shopping. What recommendations would you make?

 

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With a paper and pencil, spend one hour watching a network television channel during prime time. Record the total number of commercials that aired. For each commercial using a celebrity endorser, record the celebrity’s name, the product or service advertised, and whether the celebrity was used in a testimonial, as an endorser, an actor, or a spokesperson.
For what kinds of audiences would you consider using comparative advertising? Why? Find one example of each of the following two advertising appeals: fear and sex. One example must be a print ad and the other a TV commercial. Analyze the placement of each advertisement in the medium, in which it appeared according to the media selection criteria

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