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Week 2 Integrated Brand Promotion Assignment

Read Chapters 5 – 8 of the textbook.  Then, answer the following questions:

1. Explain the difference between brand-loyal and habitual purchasing. When a brand-loyal customer arrives at a store and finds her favorite brand is out of stock, what would you expect to happen next? (Chapter 5).
2. What unique information can psychographics provide that would be of special value to advertisers? (Chapter 6).
3. List the sources and uses of secondary data. What are the benefits of secondary data? What are the limitations? (Chapter 7).
4. In what situations would share of voice be an important consideration in setting an advertising budget? What will be the drawbacks of trying to incorporate share of voice in budgeting decisions? (Chapter 8).

Please remember this assignment should be written in APA format. You should have a title page, a reference page and at least one page of content.

Please upload answers in a Word document by clicking the title Week 2 Assignment above.  This assignment must be submitted by Sunday 11:59 PM.

Exercise Grading Criteria:

Thoroughly answered all of the questions: 60 points possible
References to course material: 20 points possible
Spelling/Grammar at the college level: 10 points possible
Quality/Content: 10 points possible
Total: 100 points