IntroductionCompanies not only create value for consumers, but must also clearly  and persuasively communicate that value through effective promotional  strategies. The communications environment is

Introduction

Companies not only create value for consumers, but must also clearly  and persuasively communicate that value through effective promotional  strategies. The communications environment is dynamic and rapidly  changing, and companies must continually examine and coordinate the  delivery of clear consistent, and compelling messages representative of  the organization and its brand(s).

Directions

Mini-case studies: The students are expected to  answer the questions associated with the case. These questions are  intended to elicit thoughtful reactions to contemporary marketing  strategy initiatives and challenges. The students are expected to  carefully read the assignment instructions, then thoroughly and  explicitly address each component of the corresponding case study  questions.

The responses should reflect higher level cognitive processing  (analysis, synthesis, and evaluation), which is essential for someone in  any industry, as marketing decisions affect all levels and stakeholders  within the organization and in the external marketplace/marketspace.

There is no minimum number of references that need to be utilized to  support the completion of this assignment; however, it is generally  understood that any good case study analysis will incorporate the  appropriate quality and quantity of scholarly sources to support any  suppositions and recommendations.

The submission will not exceed four (4) pages in length, excluding the title and references pages.

The document must adhere to the APA writing style.

Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment.

Case Study: Google (Alphabet) Inc.:  The Right Ads at the Right Time

1. Read the case on pages 530 - 533 in your text.
2. Watch the video supplement to the case at link  http://www.viddler.com/embed/bf7fc9fa (Links to an external site.)Links to an external site.. 
3. Respond to the following case question. (Disregard the questions in the text.)You have been asked to consult with the Google marketing team.  They are specifically looking for recommendations as to how Google could  be successful in the display advertising business.  You should include  an analysis Google’s philosophy about advertising.  Your recommendations  should include areas of growth that Google should pursue in the future.