Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 11

The following set of questions was mentioned in the chapter in reference to the Nike logo on Kobe Bryant's basketball shoes or the University of Oregon football uniforms: Does it make you more likely to buy some of the company's products If so, would you admit it in a survey Would you admit it to yourself Would you even know it What implications do these questions (and their answers) hold for measuring Internet advertising effectiveness