Author Question: A national big-box retailer has created a new marketing database. But it has become the center of ... (Read 28 times)

Caiter2013 · **on:** Jun 29, 2018

A national big-box retailer has created a new marketing database. But it has become the center of great conflict among the departments within the firm. It has also caused problems between the retailer and its advertising agency. Why is such a useful tool creating this discord?

Question 2

When encoding a message, the source should use signs or symbols that are new to the audience.

Indicate whether the statement is true or false

blakcmamba · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A marketing database is a powerful source of information, and, within a giant retail company like this, those who don't have access to it can become envious of those who do. In addition, the effective use of the database can lead to increased funding for the department that is responsible for direct marketing efforts. Often, this additional money comes from other departments' budgets. That always creates conflict. The database can also reallocate promotional budgets. Therefore, the advertising agency for this retailer may work only with conventional media and therefore may lose income to other companies that offer direct marketing expertise.

Answer to Question 2

False