1 Winnie recently opened a store in her community that specializes in home decor,
including some furniture, such as sofas, chairs, and end tables, but mostly home-
decorating accessories. She is also a certified interior decorator, and she provides
expertise in assisting do-it-yourself home decorators in “putting it all together.” She has
not been pleased with her sales so far, and she decides she needs to promote her business.
i.If Winnie decides to use advertising, what type of advertising will that be and
what should it emphasize? (5 marks)
ii.What other communications tools besides advertising can Winnie use? Give two
specific examples. (5 marks)
iii.Winnie does not have a lot of resources to spend on promoting her business. What
key player in advertising is most likely to be of value to Winnie in assisting her in
her advertising efforts? (5 marks)
2.Name and describe the social and cultural influences on consumer decisions and why
they are important for advertisers
3What is a major advantage of newspaper advertising and magazine?
4 Coca-Cola is a global brand that advertises all over the world. Discuss the special problems managers face that make evaluation of international programs difficult.
5 Adam is a public relations specialist who works primarily on writing news releases and feature stories for the clients of the agency in which he works. On the most basic level, how can his efforts be evaluated?
6 Why was Apple’s “1984” advertisement so effective?
