Question: 1. Offer an explanation as to why, in general, increasing advertising weight (more GRPs) is an insufficient means of increasing brand sales?
2. Explain your understanding of why in the case of mature products with familiar brands, greater advertising weight is effective in increasing sales only when affective cues are used in advertising the brand.
3. Offer an explanation as to why in your opinion commercials for familiar brands with strong equities wear out less rapidly than is the case for unfamiliar brands.