UPPER BA208 Week 4 Discussion (dq1+dq2) Latest 2019 June

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BA208 Marketing Principles

Week 4 Discussion

DQ1 Advertisers use the reach argument to say that on a per exposure basis, advertising is very very cost effective. Your professor is in strong disagreement with this statement. Can you tell me why advertising on an exposure by exposure basis is very very expensive and not generally cost effective at all?

DQ2 Advertisers say that by using frequency techniques (multiple exposures to a certain advertisement) consumers will be pre disposed to buy certain products. I totally disagree. Tell me why you think that the frequency argument doesn’t work anymore? Please see instructor lecture for guidance.

 

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