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Long considered the most thriving advertising medium, television advertising has received increased denigration as being too pricey and, even worse, no longer as valuable as it once was. Appropriately designed and executed TV programs can improve brand equity by vibrantly demonstrating product attributes and convincingly explaining consumer benefits, portraying user and usage imagery, brand personality, and other brand intangibles. Critics of TV advertising may be focusing on the messenger rather than on the message.
Respond to the following:
• Consider the statements “TV advertising has faded in importance.” and “TV advertising is still the most powerful advertising medium." Take a stand and justify one statement, supporting it with examples from other resources.
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