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Two short essay, maybe each like half-one page to write. 

1.You belong to an organization that wants to advertise a special event it is sponsoring. You are concerned that the group not waste its limited budget on advertising that doesn’t work. Outline a presentation you would make to the group’s board of directors that explains advertising strengths and why advertising is important for this group. Then explain the concept of advertising effectiveness. In this situation, what would be effective, and what wouldn’t? Why is it important to determine whether an ad works?

2.Define targeting. How does it differ from segmenting? Explain how Dove approached the segmenting and targeting decision in its “Real Beauty” campaign. Discuss what makes this approach effective. Also discuss how this targeting can be made more relevant given the opportunities offered by interactive communication.