Discussion Topic: Advertising & Brand Building

According to Christensen, Cook & Hall (2005), “Much advertising is wasted in the mistaken belief that it alone can build brands. Advertising cannot build brands, but it can tell people about an existing branded product’s ability to do a job well.” Discuss.

Source: Christensen, C. M. & Cook, S. & Hall, T. (2005), Marketing Malpractice: The Cause and the Cure”, Harvard Business Review.

Discussion Topic: Media Courses

As marketing students, do you think we should have media courses that you can study at FCC? My question is inspired from some experiences on the second day of the advertising conference (Adcon).

Discussion Topic: The Consumer Decision Making Process

Empowered, savvy, well-informed, discerning, and other similar words are used for the consumers of the 21st century. The traditional funnel concept has changed to the consumer decision journey, which is less linear and more complicated than the funnel. What does the change mean for marketers? Does this have implications for Pakistani consumers living in big cities and marketers as well?

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Discussion Topic: The New Era of Customer Engagement

According to French, T., LaBerge, L. & Magill, P. (2011), “For the past decade, marketers have been adjusting to a new era of deep customer engagement. They’ve tacked on new functions, such as social-media management; altered processes to better integrate advertising campaigns online, on television, and in print; and added staff with Web expertise to manage the explosion of digital customer data. Yet in our experience, that’s not enough. To truly engage customers for whom “push” advertising is increasingly irrelevant Continue reading “Discussion Topic: The New Era of Customer Engagement”