This topic contains a solution. Click here to go to the answer

Author Question: Explain what a web log is and why it is doubtful that blogs represent a major advertising ... (Read 135 times)

sabina

  • Hero Member
  • *****
  • Posts: 563
Explain what a web log is and why it is doubtful that blogs represent a major advertising opportunity.

Question 2

Name and describe the three ways by which brand equity is enhanced.



Related Topics

Need homework help now?

Ask unlimited questions for free

Ask a Question
Marked as best answer by a Subject Expert

brittiany.barnes

  • Sr. Member
  • ****
  • Posts: 321
Answer to Question 1

Blogs are, in a manner of speaking, everyman's way of communicating with others and establishing digital communities wherein individuals, mostly of like mind, can exchange their views on issues of personal relevance. It is in this context that products and brands are sometimes discussed. It is here where companies can endeavor to further enhance the equity of their brands and perhaps even to generate additional business. Brand marketers can develop their own blogs or simply place advertisements on blogs that are appropriate for the advertiser's brand. Though the numbers indicate that blogging is growing at an epidemic rate, this does not necessarily mean that blogs represent a viable advertising medium. Because advertising is often perceived as less than fully objective and is seen by many as an intrusion, the purpose for producing and consuming blogs may be antithetical with using blogs as an advertising vehicle.

Answer to Question 2

The three ways by which brand equity is enhanced are:
1 . Speak-for-itself approach. With this approach, favorable (or perhaps unfavorable) associations are built merely by allowing the brand to speak for itself.. That is, by trying and using brands, consumers learn how good (or bad) they are and what benefits they are (in)capable of delivering.
2 . Message-driven approach. Marcom practitioners in their various capacities can build (or attempt to build) advantageous associations via the dint of repeated claims about the features a brand possesses and/or the benefits it delivers.
3 . Leveraging approach. Brand associations can be shaped and equity enhanced by leveraging positive associations already contained in the world of people, places, and things, even other brands, that are available to consumers. The culture and social systems in which marketing communications takes place are loaded with meaning. Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods, and advertising is an especially important instrument of meaning transfer.




sabina

  • Member
  • Posts: 563
Reply 2 on: Jun 29, 2018
Thanks for the timely response, appreciate it


peter

  • Member
  • Posts: 330
Reply 3 on: Yesterday
Excellent

 

Did you know?

Human kidneys will clean about 1 million gallons of blood in an average lifetime.

Did you know?

Less than one of every three adults with high LDL cholesterol has the condition under control. Only 48.1% with the condition are being treated for it.

Did you know?

The first oral chemotherapy drug for colon cancer was approved by FDA in 2001.

Did you know?

Drying your hands with a paper towel will reduce the bacterial count on your hands by 45–60%.

Did you know?

According to the CDC, approximately 31.7% of the U.S. population has high low-density lipoprotein (LDL) or "bad cholesterol" levels.

For a complete list of videos, visit our video library