textbook ISBN-13: 978-1-337-28265-9 Advertising, Promotion, and other aspects of Integrated Marketing Communications

Chapter 6

Question 14 Online advertisements draw attention away from consumers' primary goals for going online, namely, entertainment and informational pursuits. Expose yourself to some current online ads, and then identify and describe at least three specific techniques that online advertisers use to ensure attention. What are the strengths and limitations of each technique?

Chapter 7

Question 8 Assume that you are on the fundraising committee for a nonprofit institution. Explain how in this situation you could use each of the six influence tactics discussed in the text. Be specific.

Q11 Pretend you are in charge of advertising for an online retailer. You know that consumers have positive valuations for the convenience of online shopping, but many are distrustful of unknown retailers and of giving out credit card numbers online. Using material from this chapter, explain how you would attempt to change consumers' attitudes about the risks of online shopping. Visit several actual online retailers, and describe instances where the retailers have addressed consumers' risk perceptions.

Chapter 8

Q3 Apply the hierarchy of marcom effects framework (see Figure 8.1) to explain the evolution of a relation- ship between two people, beginning with dating and culminating in a wedding.