Author Question: Which of the following is NOT one of McKinsey & Company's principle for igniting explosive ... (Read 39 times)

vicky · **on:** Jun 28, 2018

Which of the following is NOT one of McKinsey & Company's principle for igniting explosive self-generating demand?
a. Design the product to be unique or visible.
b. Select and seed the vanguard.
c. Discourage grass roots efforts.
d. Ration supply.
e. Tap the power of lists.

Question 2

Compare and contrast corporate image advertising and corporate issue advertising, and provide an example of each.

kxciann · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

c

Answer to Question 2

Both are forms of corporate advertising, which focuses not on specific brands but on a corporation's overall image or on economic or social issues relevant to the corporation's interests. Corporate image advertising attempts to increase a firm's name recognition, establish goodwill for the company and its products, or identify itself with some meaningful and socially acceptable activity. Corporate issue advertising occurs when a company takes a position on a controversial social issue of public importance with the intention of swaying public opinion.