Dove effort gives packaged-goods marketers lessons

Reference no: EM131089464

please answer each questions~! this is not an essay. it is just discussion question! put a reference if you use. NO PLAGIARISM!!! show your own word. i will check~!

1. It has been suggested that over 70 percent of all buying decisions are made in the store and as a result, point-of-purchase advertising has grown in its appeal. Give three examples of point-of-purchase advertising that you have recently come across (ads in-store, personal selling by a cosmetic counter salesperson, etc.) and comment on the effectiveness to them of this type of advertising. Did you buy the product? Did the advertising annoy you? Moreover, in the role of a marketing executive, would you recommend spending part of your advertising budget on this form of media?

2. Dell(r) Computers has begun setting up kiosks demonstrating their products in regional malls across the country. They are also selling their computers in Wal-Mart stores, Best Buy, and other U.S. retailers. Dell will soon be selling through retailers in China. Consumers are no longer directed to their web site to place an order. Obviously, Dell has had to change its "contact" with consumers. What effect do you believe this type of change in their direct marketing mantra is having on Dell's business? Must other direct marketers make the change?

3. The opening vignette of Chapter 17 is about Dove's advertising campaign featuring "normal" women. Go to the Web site:www.campaignforrealbeauty.com and read:

a) Randall Rothenberg, "Dove Effort Gives Packaged-Goods Marketers Lessons for the Future," Advertising Age, March 5, 2007;
b) Theresa Howard, "Ad Campaign Tells Women to Celebrate Who They Are," USA Today, July 8, 2005;
c) Jack Neff, "In Dove Ads, Normal is the New Beautiful," Advertising Age, September 27, 2004. After reading and visiting the site, share your impressions on the campaign's effectiveness with the target market.

Reference no: EM131089464

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