Scenario 1-6 Gillette M3Power - a MACH3 razor innovation - is a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave ever. M3 Power builds on the heritage of MACH3 and combines Gillette's latest and best razor and blade technologies. M3Power outperforms all other blades and razors in closeness, comfort and safety during and after the shave. Gillette M3Power features other innovations beyond power new blades featuring PowerGlideTM coating for incredible glide and maximum comfort, a moisturizing an enhanced blade Indicator& LubrastripTM and a technologically-advanced handle (www.Gillette.com). Recently, Gillette Co competing male products, throughout the United States, a free MACH3Power razor with blades and a offer. In addition, a series of coordinated advertisements to male consumers were developed to increase awareness of this product. Gillette said that its goal was to have a market awareness rate of 70% within four months. .Recently, Gillette Co. direct-mailed users of coupon 9. (Scenario 1-6) Gillette Co. considers the model of mass-mediated communication when developing its consumer advertising. For example, Gillette always testssuch as whether individual audience members understand the advertisement. a. production b. accommodation c. d. reception 10. (Scenario 1-6) Gillette's direct mail advertising campaign is best considered advertising. a. global b. national d. regional Event sponsorships can be targeted to household consumers or trade markets. The type of agency that specializes in this form of advertising is called: a. An advertising research firm b. A client c. 11. An event-planning agency An accounting firm, specializing in the account d. is responsible for coming up with the concepts that express the benefits of a brand to a target audience The research department Creative and production services Account services The direct-marketing department 12. a. b. c. d. 3. Van Poolen and Associates has been a successful mid-sized, full-service advertising agency for more than two decades. In an attempt to serve its clients more efficiently in a competitive marketplace, the agency has changed its compensation package to include payment based on results. If the client agrees, what results m Van Poolen and Associates not agree to? a. Increasing brand awareness Generating sales increases versus previous year Changing target consumer attitude toward brand Flex-pay following in-market performance measures b
