One objective that can be achieved through consumer promotions is rewarding present customers for continuing to purchase the brand.
a. True
b. False
Indicate whether the statement is true or false
Question 2An expectation from the consumer's perspective is based on solutions consumers have already created or tested.
a. True
b. False
Indicate whether the statement is true or false
Question 3Describe the fundamentals of a pay-for-performance program. Why could this program be better for the retail system than the traditional system of trade allowances?
Question 4Of all the marcom tools, sales promotion generally is the most effective and efficient method for quickly creating brand awareness.
a. True
b. False
Indicate whether the statement is true or false
Question 5Explain how everyday low pricing (M) reduces the usage of diverting and forward buying.
Question 6The top step on the hierarchy of effects ladder is brand awareness.
a. True
b. False
Indicate whether the statement is true or false
Question 7Explain forward buying and diverting. Who benefits or loses from these practices?
Question 8The final marcom imperative for new or unestablished brands is to create expectations.
a. True
b. False
Indicate whether the statement is true or false
Question 9What advice would you give a manufacturer that wanted to avoid paying slotting allowances?
Question 10The hierarchy-of-effects model implies that for marketing communications to be successful, the various marcom elements must advance consumers through a series of behavioral stages.
a. True
b. False
Indicate whether the statement is true or false
Quick Reply
