Solution for Advertising and Integrated Brand Promotion 7th Edition Chapter 1, Problem 1

by Thomas O'Guinn, Chris Allen, Richard J. Semenik, Angeline Close Scheinbaum
342 Solutions 18 Chapters 48361 Studied ISBN: 9781285187815 Art and Architechture 5 (1)

Chapter 1, Problem End_of_Chapter_Questions 1 : End of Chapter Questions 1. As...

End of Chapter Questions

1. As consumers exercise ever greater individual control over when and how they receive information, how are advertisers adapting their messages? What is the role, if any, for traditional media outlets in this new environment? Will mobile marketing efforts including directing advertising to smartphones, be accepted by consumers?

Step-By-Step Solution

1.After decades of focusing on traditional media sources such as television, radio, and newspapers to reach consumers, the rapid growth of the Internet and other evolving technologies have forced advertisers to find new ways to reach consumers. Some examples include the use of blogs and social media, podcasting and smartphone messaging, and event sponsorship. The traditional media outlets still play a role, but it is one that is expected to decrease as those industries struggle against circulation and viewership declines. The issue of whether consumers accept advertising to smartphones remains to be seen.

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