Explain the key distinction between pretesting and pilot testing. What makes direct-mail/email promotion so amenable to pilot testing? Does the ease of pilot testing with direct mail make mass-media advertising less valuable by comparison? Why or why not?How would you explain the finding that ads that achieve high recall scores don't always turn out to do a good job in generating sales? Might some features of ads make them memorable but also turn off consumers and dissuade them from buying the brand? Give an example from your experience.
How do marketers test the effectiveness of sponsorship programs?Discuss the methods that have been proposed for measuring the overall effectiveness of an integrated marketing communication (IMC) program. Do you think these are sufficient? Would they produce an accurate measure of the impact of an IMC program?
Brand promotion has been a focal point of criticism for many decades. In your opinion, what are some of the key factors that make it controversial?One type of brand promotion that attracts the attention of regulators, critics, and consumer advocates is messages directed to children. Why is it the focus of so much attention?
What are the pros and cons of database marketing, and what can consumers do to protect
themselves and their privacy from unwanted
or intrusive brand promotion campaigns?7
750 words or more