Solution for Advertising and IMC: Principles and Practice 9th Edition Chapter 4, Problem 1

by Sandra Moriarty Nancy D Mitchell William D. Wells
395 Solutions 19 Chapters 60080 Studied ISBN: 9780132606318 Art and Architechture 5 (1)

Chapter 4, Problem 1 : 1. DOES ADVERTISING WORK?...


Step-By-Step Solution

1. Many advertising professionals, as well as academics, are not sure how advertising works, or if it works at all. This is even more of a problem for the new digital media and other forms of marketing communication.

On the other hand, many of the managers of big brands and major agencies are convinced that advertising works in both the short term to create sales and the long term to create brands.  After all, advertising is an $80 billion industry. The problem is that a lot of poorly executed advertising does not communicate well to its intended audience or have the impact that its creators intended.

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