Discussion

1. Think of a large or significant purchase you made recently. Was it a personal or business purchase? Describe the process and/or steps you went through using the typical buying process model in Figure 8.3.

2. What is the difference between a suspect, a prospect, and a customer?

3. How can we create an environment that stimulates the creative process and still deliver a project on-time and on-budget to a client?

4. One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant by engagement. Is this term being used the same way in referring to both traditional and nontraditional media?