Marketing Communications
Prior to beginning work on this discussion forum, review Chapter 2 of your textbook, Integrated Advertising, Promotion, and Marketing Communications.
Please address the following prompts as you complete your discussion:
- Name TWO brands that you believe hold a positive image.
- Identify one tangible and one intangible element that contributes toward this brand’s positive image using Figure 2.1 from your textbook.
- Name TWO brands that you think should attempt to enhance their brand image.
- Explain how each brand could be rejuvenated using the four bullet points given in Figure 2.11 of your textbook.
- Select a private label you have recently purchased.
- Identify what national brand and line of products that private label is comparable to.
- Discuss at least 3 combat techniques national brands can use to compete with private labels.
Chapter 2 discusses why, with the availability of a variety of media, effective advertising and marketing promotions require more than just one well-made commercial.
Clow, K. E., & Baack, D. E. (2022). Integrated advertising, promotion, and marketing communications (9th ed.). Pearson Education.
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