For an advertising management program to be successful, it is vital that the business understands the media usage habits of consumers and their attitudes toward various media. Investigate possible sources of data covering these habits and attitudes in your own country. Industry or government data may be available, but check the dates and coverage first.

What type of information is available at this website, and how could it be used in developing an advertising campaign?

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Go to the authors’ website for this textbook at clowbaack. net/video/ads.html and watch the TV ad for JD Bank. Examine the two JD Bank ads featured in the chapter section “Advertising Campaign Parameters.” Discuss how well the TV ad matches the print ads. What do you think is the primary goal of the TV and print ads? Discuss the concept of consistency, variability theory, and positioning as it relates to the TV ad and two print ads.

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