Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 3

Pick a new brand of your choice and describe in detail how that brand satisfies, or fails to satisfy, the following success requirements: relative advantages, compatibility, complexity, trialability, and observability. Note: For the purposes of this assignment, it is better to select a brand that represents an innovative product category rather than a simple extension of an established category.