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Students will be required to research the topic of "Effective Advertising" and write a literary review and analysis.
Pages 7 (1757 words)
Effective Advertising Name of the Student: Name of Professor: Course: Date: Introduction Bronnenberg and Mela (500-518) stated that importance of advertising has increased manifold in recent years due to increased penetration of globalization, competitive rivalry and exposure of digital advertisement.
Marketers can use different mediums like TV, Radio, internet, billboards, public personnel, celebrity, electronic display boards etc to communicate the message to viewers and in some case press releases are being used to communicate the message. Dube and Manchanda (81-95) stated that important thing is to measure the effectiveness of advertisement and due to non-tangibility of parameters; it becomes very difficult to measure effectiveness of advertisement. In such context, this essay will try to address the theme “Effective Advertising” with the help of research works conducted by various research scholars on that subject. Although, key objective of the paper is to answer the question “What Makes Advertising Effective” but the essay will take funnel approach to concentrate on specific aspect like “role of internationalization on advertising” in the later part. Understanding concepts or factors that might affect the effectiveness of advertisement would also be important part of the discussion. Discussion Literature Review Nguyen and Shi (965-973) pointed out that it is very difficult to summarize all the factors that may affect the effectiveness of advertisement and they also identified macro and micro influencer of advertisement. ...
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