3. Do-it-yourself (DIY) advertising programs encourage consumers to create their own advertisements. Chevy found that this can
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3. Do-it-yourself (DIY) advertising programs encourage consumers to create their own advertisements. Chevy found that this can sometimes backfire, as when con- sumers created anti-SUV TV commercials. Should com- panies avoid DIY campaigns? What are the benefits of DIY advertising?
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Related Book For 
Marketing Real People Real Choices
ISBN: 9780132299206
5th Edition
Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
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