Explain how brand meaning and brand value are created, Marketing Management

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Question 1:

(a) What do you consider the most pressing ethical issues facing advertisers? Explain.

(b) What are the key components of a communication model and how do they relate to advertising?

Question 2:

(a) Explain how brand meaning and brand value are created.

(b) Explain when to use the following research methods: focus group, in-depth interviews, observational research, ethnographic research, diaries, and crowd sourcing.

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