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Advertising Advantage

Advertising Advantage

Wk 8 Discussion 1 – Advertising Advant`age

Refer to this week’s learning materials. They are intended to help you engage effectively in this discussion.

Due Thursday

Write a 250- to 300-word response to the following:

Describe the current state of consumer advertising. Remember to consider the variety of media that can be used for products and services. Customers may be now tuning out the vast amount of advertising they see and hear.

Explain strategies for optimizing advertising results over the next 3 to 5 years.

Wk 8 Discussion 2 – Sales Promotion [due Sat]

Wk 8 Discussion 2 – Sales Promotion

Write a 250- to 300-word response to the following:

Explain the benefits of promotional activities to improve sales.

A Preface to Marketing Management (Optional)

Review previous chapters as necessary.

Wk 8 University Library Resources

Read the selected articles from the University Library

KT/711: Marketing and Managing the Customer Relationship

Chen, H.-C., & Yang, C.-H. (2019). Applying a multiple criteria decision-making approach to establishing green marketing audit criteria. Journal of Cleaner Production, 210, 256-265.

Fay, B., Keller, E., & Larkin, R. (2019). How measuring consumer conversations can reveal advertising performance. Journal of Advertising Research, 59(4), 433-439.

Mintz, O., Gilbride, T. J., Lenk, P., &Currim, I. S. (2021). The right metrics for marketing-mix decisions. International Journal of Research in Marketing, 38(1), 32-49.

Pimenta da Gama, A. (2020). How good is the marketing method? Measuring the process and the outcomes. Journal of Business Strategy, 41(6), 57-67.

Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledge, 6(2), 92-102.

Exam Content

Wk 8 – Summative Assessment: Comprehensive Marketing Plan

Answer preview to Advertising Advantage

Advertising Advantage


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