How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of "do-it-yourself" advertising?
What will be an ideal response?
Companies can now search existing video sites such as YouTube, monitor related blogs, and sponsor ad-creation contests. Several companies, such as Frito-Lay, MasterCard, and JetBlue, have used do-it-yourself ads in national campaigns. Consumer-generated content offers companies a way to gather new perspectives on their products and develop insights into how their products are used and seen by actual consumers. Also, consumer-generated content is very inexpensive. On the other hand, companies do not control consumer-generated material, which can lead to conflicting, or even negative, messages about a brand.
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Some start-up investors do not believe a business plan is beneficial in the early stages because
A) it is too easy for anyone to write up a plan. B) most of the information is available on the Internet. C) investors spend too much time reading them. D) there is no need if the product is going to work. E) it is difficult to anticipate circumstances and obstacles that will be encountered.
The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence
Indicate whether the statement is true or false
Wendy's continues to test possible new toppings for hamburgers, including grilled mushrooms and provolone cheese. This suggests that Wendy's is pursuing
A. diversification. B. market development. C. mass marketing. D. product development. E. marketing myopia.
Mikayla, an agent for Nahir, enters into a contract on Nahir's behalf with Onora that must be in writing to be enforceable under the Statute of Frauds. Mikayla'sauthority to enter into this contract is not in writing. Under the equal dignity rule, this contract is
a. enforceable. b. void. c. voidable at Nahir's option. d. voidable at Onora's option.