After reading Chapter 15 in the Arens text, please answer the following questions:
1) What is meant by the simple adage, “Advertising can create an image, but a reputation must be earned?” Write no fewer than six well developed sentences to answer this question.
2) Cite an example of a brand that has made a promise to consumers through advertising ( created an image), but was unable to live up to its promise (did not earn a good reputation). Why did it fail? How do you know with certainty it was unsuccessful in fulfilling its promise to consumers?
3) Cite an example of a brand that made a promise to consumers through advertising (created an image), and has been successful in fulfilling its promise. Why was it successful? How do you know it was successful in fulfilling its promise to consumers?