Solution for Advertising and Integrated Brand Promotion 7th Edition Chapter 2, Problem 1

by Thomas O'Guinn, Chris Allen, Richard J. Semenik, Angeline Close Scheinbaum
342 Solutions 18 Chapters 48362 Studied ISBN: 9781285187815 Art and Architechture 5 (1)

Chapter 2, Problem End_of_Chapter_Questions 1 : End of Chapter Questions 1. Briefly...

End of Chapter Questions

1. Briefly describe the major trends affecting the advertising and promotion industry. Which of these do you think is the most important and impactful? Why?

Step-By-Step Solution

End of Chapter Questions

1. The major trends are:

Consumer control

Media proliferation, consolidation, and multiplatform media organizations

Media clutter and fragmentation


Mobile marketing and mobile media

Students could argue for any one of these trends as being the most important. While consumer control is the most problematic for marketers, .media clutter is a huge problem too. Crowdsourcing is a big opportunity, but comes with problems of its own. Finally, mobile marketing allows new ways of reaching consumers and will be particularly potent at the point of purchase if consumers do not rebel.

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