Please let me know if you have the book below:
Clow, K. E. & Baack, D. E. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN 978-0-13-253896-1
- Target Market – What is wrong with saying, “My target market is everybody?” Explain the value of segmentation, and give an example in which you are the target market (see especially Chapter 5). Respond to at least two of your classmates’ postings.
- Buyer Motivations – Explain how to use a fear appeal effectively. Explain how to use a sex appeal effectively. Give a good example of each. Are there any similarities you see between the two appeals (see especially Chapter 6)? Respond to at least two of your classmates’ postings.
Select a product or service and describe how to segment its target market in at least four different ways. Explain the core message you would use for each segment (see especially Chapter 5). In 3-4 pages, explain your position using both the text and research from the University’s e-Library. Present in APA style with references.