Week 3

First Exercise – Chapter 5 – Explain your understanding of Idea Generation and Concept Design and Testing in developing advertising strategy.

Second Exercise – Chapter 6 – How do you position a product or service so that it is differentiated from products or services of competitors. 

Excerise 3 Why does the allocation of media dollars to digital and social media at the expense of traditional media cause some marketers to have a knee-jerk reaction.