Advertising and Promotion 9th Edition by George Belch ,Michael Belch

Exercise 11

PART 2 IMC Perspective 16-1 discusses how Macy's, which is one of the premier retailers in the United States, has become very dependent upon price promotions and "One-day sales" to drive store traffic and revenue. The playlist for Chapter 16 includes three commercials used as part of the national advertising done by Macy's. Watch these three commercials and answer the following questions:
Discuss the objectives of each commercial and the role it plays in Macy's overall marketing strategy.