Question 1: Why did consumers respond negatively to the “In an Absolut World” billboard, which was the opposite of what the advertiser intended when they designed the ad? (Response length: 1 paragraph)

Instructions: Identity, define, apply, and underline AT LEAST three (3) relevant concepts from chapters 1, 3, 4, and/or 8 in your response to question 1. Avoid vague generalizations. Be specific and stick to what the question is asking. Avoid irrelevant arguments.  Be sure to analyze this issue from the viewpoint of international marketing strategy (segmentation, target market, advertising, communication, culture, marketing research, etc.) and the marketing environment.

Question 2: How would you modify the “In an Absolut World” billboard to appeal to Mexican and American consumers? Describe exactly what you would change or propose. For example, if you would change the advertising tagline, provide a recommended tagline. (Response length: 1 paragraph)

Instructions: Be specific and use accurate terminology to describe your strategic recommendation. For example, if you recommend a marketing communication change, then you should use marketing communication-related terminology.

Question #3: Explain why your recommendation would help Absolut appeal to its target market with its advertising. (Response length: 1 paragraph)

Instructions: Identity, define, apply, and underline AT LEAST two (2) relevant concepts from chapters 1, 3, 4, and/or 8 in your response to question 3. Avoid vague generalizations. Be specific and stick to what the question is asking. Avoid irrelevant arguments.  Be sure to analyze this issue from the viewpoint of international marketing strategy (segmentation, target market, product development, marketing research, etc.).