Identify the strategy decisions a marketing manager must make in the advertising arena.
Elaborate on the following Introduction to Marketing questions:
1. Identify the strategy decisions a marketing manager must make in the advertising arena. Discuss the relation of advertising objectives to marketing strategy planning and the kinds of advertising actually needed. Illustrate with examples.
2. Is it unfair to criticize a competitor’s product in an ad? Explain your thinking.
3. Should a marketing manager or a business refuse to produce an “energy-gobbling” appliance that some consumers are demanding?
Should a firm install an expensive safety device that will increase costs but that customers don’t want?
Are the same principles involved in both these questions?
Explain.
Answer preview to identify the strategy decisions a marketing manager must make in the advertising arena.
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