Graded Activity: Individual Work (50 points)
Instructional Objectives for this activity:
Examine effective communication tactics, including Integrated Marketing Communications and the role of cause-related marketing
It has been suggested that over 70 percent of all buying decisions are made in the store and as a result, point-of-purchase advertising has grown in its appeal.
In this assignment, consider point-of-purchase advertising and its effect on you, as a consumer.
Comment on how effective this type of advertising was to you.
Include the following elements:
Short description of three different point-of-purchase advertising/promotion that you have recently come across (ads in-store, personal selling by a cosmetic counter salesperson, etc).
For each point-of-purchase advertising/promotion, discuss the following:
Did you buy the product? If so, how much did the point-of-purchase advertising/promotion influence your decision to buy?
How did you feel about the point-of-purchase advertising? Was it annoying, helpful, etc.?
Most importantly, in the role of a marketing executive for the brand, would you recommend that the brand continue to spend part of their advertising budget on this form of media? Why/why not?
Your assignment should be 3-4 page(s) in length.
One to two peer-reviewed journal articles are required. Reference all sources using APA format. For guidance using APA format, please contact your instructor.
Save your document with a file name that includes your name_course code-section number_title.
(For example: JaneSmith_MAR5805-12_Week11.docx)
If you are not using Microsoft Word, save your document with the .rtf file extension (Rich Text Format).
For citation guidelines, please refer to the table in the APA Style section of the syllabus.
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