The biggest surprise for me in the reading was the use of the audience. A lot of the theory on marketing logic bounced off of the possible reaction from a given audience. This surprised me as it isn't a proven study. None of the reading this time was confusing to me. If I could ask the author two questions I would ask what the authors opinion is on limited case studies regarding audiences. Also I would ask if the author thinks of case studies as effective in the sphere of marketing. I do not disagree with what the author said though. I also did't find any of the text confusing.
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