1. A certain brand, Brand X, receives an average quality score of 8.3 and a salience score of 68 percent. What is this brand’s equity score based on the procedure? 2. Why is demonstrating financial accountability an imperative for marcom practioners? 3. Assume that your college or university has had difficulty getting nonstudent residents in the local community to attend football games. Your school’s athletic director requests that an organization you belong to (say, a local chapter of the American Marketing Association) develop an advertising program that is to be targeted to local residents to encourage them to attend football games. What measures/metrics could you use to assess whether the advertising program you developed has been effective? How might you assess the ad campaign’s ROMI?
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