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Web Exercise 4 Focus Text – Chapter 7 Please review three items that accompany these questions – the NYT article about Nike, the Dry Idea ad, and the Chevy ad. All are located in this folder. Successful completion of the following questions will require you to integrate information from the Chapter 7 readings. Please provide your answers to the following questions in the Web Exercise submission area within this folder. 1. In periods of downturns in the economy (like the recent recession), many companies greatly reduce their advertising and promotions budgets (think of the Nike article). However, this is not always the best strategy to pursue—think about this and briefly explain the downside of slashing these budgets. 2. Chapter 7 addresses how budget allocations to various media are expected to change over the next few years. Why are some media likely to receive more monies while others stay the same or decline? How does this apply to the Nike article? How will they refocus their media attention if they reduce their budget? 3. Different companies believe that various media are more important than others for their marketing purposes. Briefly discuss the various perspectives taken by these companies, and explain why everyone may not agree on the same level of importance for media. 4. View the Dry Idea ad image in this folder as an example of an ad with a sales objective. Briefly discuss the specific types of objectives the marketer has for this ad. 5. View the Chevy ad image in this folder as an example of an ad with a communications objective. Briefly discuss the specific types of objectives the marketer has for this ad.

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