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Discuss and explain a-Choose a popular event. Who sponsors it? How are they building brand equity with their sponsorship? Are they integrating the sponsorship with other marketing communications? b- Identifying brands that have appeared in movies or television shows. Discuss why the particular movies or shows were chosen and what […]

You are setting up a new aircraft repair station. •The business, which is organized as a corporation, will provide avionics systems, parts, components, and modification, along with avionics inspection and maintenance services. •The business has leased a hangar from the airport authority where the work will be performed. The hangar […]

Considering the history of advertising and brand promotion, we are now undergoing a fundamental change (i.e. , control over the brand) in the relationship between marketer and consumer, especially owing to digital technology. Describe what this change in brand-consumer relationship means and how it has revolutionized the relationship.

Positioning a brand means implanting in the mind of the collective consumer the thought, notion, or feeling that the marketer’s brand is different from and better than the competitor brands in the same product category. Think about the brands you are familiar with. (1) Select two of these brands and […]

Find an advertisement (not one mentioned in the chapter assignment) that exemplifies one of the essential message objectives listed in Chapter 10. Analyze the ad, stating clearly its embedded value proposition (be sure you understand exactly what an advertisement’s value proposition is) while commenting on and explaining its messaging strategy. […]

Describes three marketing tools that have the potential to effectively engage the target audience: event sponsorship, product placements and branded entertainment. The assignment for this Module is to find a brand (not an example from the text) that has successfully achieved integrated brand promotion (IBP) in support of the brand. […]