1) As more and more advertising dollars move to digital media, traditional media are losing revenue. Will traditional media no longer exist in the future? Explain your reasoning.
2) Explain why it is s difficult to use sales as an indicator of advertising effectiveness and why communications objectives may work better.
3) The chapter lead-in discusses the state of some companies that have been around for seemingly forever. Kraft Heinz, J.C. Penney, and Kmart are all experiencing difficulties right now. Discuss some of the mistakes companies like Kraft Heinze have made in budgeting and what they might do to turn their lost sales around.
