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Advertising and Promotion 9th Edition by George Belch ,Michael Belch
Edition 9ISBN: 978-0073404868Advertising and Promotion 9th Edition by George Belch ,Michael Belch
Edition 9ISBN: 978-0073404868 Exercise 13
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:
How does the "Come Together" commercial differ from the other two spots ("Fourth of July" and "Blues Break")? How might commercials such as the "Come Together" spot help Macy's become less dependent on the use of price-based promotions?
How does the "Come Together" commercial differ from the other two spots ("Fourth of July" and "Blues Break")? How might commercials such as the "Come Together" spot help Macy's become less dependent on the use of price-based promotions?
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Advertising and Promotion 9th Edition by George Belch ,Michael Belch
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