1. What is meant by the element of noise in the market-communication process? Discuss how mobile devices such as laptops, tablets, and smartphones are contributing to the noise problem for television advertising? What are some ways advertisers can deal with the noise distractions created by these devices?
2. Discuss how the implications of the social consumer decision journey framework might differ for marketer of a high-involvement product such as soft drinks or paper towels.
3. Discuss some of the reasons consumer packaged-goods (CPG) marketers are allocating more of their IMC budgets to digital and social media versus traditional media such as television and print. Do you think marketers run any risks in allocating more of their budgets to digital and social versus traditional media?
4. Discuss the value to marketers of using a cognitive response approach to analyze consumers’ reactions to and processing of their advertising messages. Choose a print ad or television commercial and discuss the types of cognitive responses.