Ch12 Discussion - MKT

Name

Professor

Course

Date

Advertising

What other kinds of communications besides TV ads could JCPenny use to reach customers and build relationship with them

Aside from television advertisements , DDB could also use online marketing to reach the target market of JCPenny . Nowadays , Internet is considered as the most efficient and convenient way to sell and purchase goods in the marketplace (Sweeney , McLellan , and Dorey 2 . Through this channel , marketers are able to advertise products not only to the target market but also to the potential buyers of the

items that are being offered by the company . The Internet also allows them to measure the effectiveness of every concept that DDB use for marketing the products online

Are the roles of the ad agency and the client fixed or flexible

Apparently , the role of advertisers and marketers when it comes to product endorsement and promotion is flexible . Both parties could give their ideas to come up with the best advertising concept that would attract the attention of the target market . The marketers may present their views regarding the concept while the advertisers could evaluate if the ideas given and suggested by the marketers would be effective in selling the products in the emerging market (Young , Weiss , and Stewart 12

How might the process of creating an ad in other media differ from that used to create a TV ad

The process of developing a TV advertisement is different from the process that the advertisers do in other promotional tools . Since television...