company case: OgilvyOne

company case: OgilvyOne
Do you agree with David Ogilvy that the primary function of advertising is selling? How does that fit with the three advertising objectives of informing, persuading and reminding?

Q. 5-6. The Chapter 16 company case: HP (10pts)
Describe some of the differences in the selling process that an HP sales rep might face in selling to a long-term established customer versus a prospective customer?

Q. 5-8. The Chapter 17 company case: EBay (10 pts).
How has the change in the nature of eBay sellers affected the creation of value for buyers? Is eBay doing the right thing by sticking to its current strategy? What changes, if any, would you recommend to Donahoe?

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