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MUST USE CHAPTERS 5-8 FROM BOOK: Andrews, J. & Shimp, T. (2018). Advertising, Promotions and other aspects of Integrated Marketing Communications (10th edition). Cengage Publishing, Boston, MA.
Your typewritten responses should be a maximum of one page FOR EACH QUESTION, and a minimum of 3 paragraphs long FOR EACH QUESTION (3 sentences = ONE paragraph).
Please number your pages, beginning with a cover page, and don’t forget to include your reference page, and reference citations within the body of your exam.
1. What is segment effectiveness? List and explain the criteria one can use to determine segment effectiveness.
2. Discuss how two magazine advertisements for the same product (such as a health and beauty product) would be different if one is based on the CPM perspective of consumer information processing and the other is based on the HEM perspective.
3. Give three examples of how noise can enter the communication process. Discuss the effects each of these would have on the advertiser’s message
4. Write a description of the elaboration likelihood model and discuss the implications of this model on marketing communications.
5. Explain the hierarchy-of-effects metaphor, and discuss why it is important for marketing communicators to understand it.
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