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Soal Pert. 05 & 06:
1. Analyze the role of the Internet in the Integrated Marketing Communications
program of a company. Discuss how the Internet can be used to execute the
various elements of the promotional mix.
2. Why is it important for those who work in his field of advertising and promotion
to understand and appreciate all various integrated marketing communications
tools, not just the area in which they specialize?
3. Advertising research often measures vehicle exposure to indicate advertising
exposure. What is the difference between these two types of exposure, and why
do researchers measure the former when advertising decision makers are really
interested in the latter?
4. If you were an account executive in an advertising agency, what would you tell
clients to convince them to use (or not to use) the Starch Rreadership Service.
5. An advertising agency is in the process of arranging research services to assess
advertising effectiveness for two clients: One advertising campaign for a unique
financial service uses a number of specific selling points; the other campaign
involves a very touching family scene to advertise another client’s food product.
The agency proposes that day-after recall tests be conducted for both clients.
Comments.
6. Representatives of the major TV networks (TV NBC, Fox, and ABC) often claim
that people meters are flawed. What are some of the reasons why people meters
may not yield precise information about the number of households tuned into a
specific television program?