Each question should be answered in two paragraphs. Remember not only to answer the questions, but also use supporting background information from the text or online
- Digital advertising media seem to be more and more effective, but at the same time more and more controversial. Explain why both of these situations have arisen.
- Increasingly, apps and other digital platforms will allow users to pay an additional fee to receive advertising-free use of the app (like Pandora). How will this impact digital advertising media, and what tools do marketers have to respond to this change?
- Why has the use of guerilla marketing been on the increase? Take a position as to whether or not this form of marketing has become controversial, and explain whether or not this criticism is warranted.
- Find an example of a company that has used guerilla marketing as part of its IMC plan. Do you think it was successful? Why or why not?