Questions from Advertising and Promotion

Q: IMC Perspective 16-1 discusses the problems JC Penney encountered when

IMC Perspective 16-1 discusses the problems JC Penney encountered when it tried to cut back on the use of promotions and move to a “fair and square” pricing and promotion model. Why do you think JCP c...

Q: Describe how personal selling has become more involved with the use of

Describe how personal selling has become more involved with the use of other media in the IMC program. Explain how successful salespersons will use these media to their advantage.

Q: Discuss how mobile marketing is impacting marketers’ use of sales promotion.

Discuss how mobile marketing is impacting marketers’ use of sales promotion.

Q: What is the difference between a consumer franchise-building and a

What is the difference between a consumer franchise-building and a nonfranchise-building promotion? Find an example of a promotional offer you believe contributes to the equity of a brand and explain...

Q: The chapter discusses the contest Unilever and its ad agency developed to

The chapter discusses the contest Unilever and its ad agency developed to launch the new Axe Apollo men’s personal care product line. Evaluate this contest as a consumer franchise-building promotion f...

Q: Evaluate the effectiveness of coupons as a sales promotion tool. How

Evaluate the effectiveness of coupons as a sales promotion tool. How would you respond to critics who argue that they are inefficient since less than 2 percent of coupons are redeemed?

Q: Discuss the type of company that would be likely to offer discounts

Discuss the type of company that would be likely to offer discounts to consumers using Groupon. What are the pros and cons of a company using Groupon to make promotional offers to consumers?

Q: What are some of the problems marketers face in using contests and

What are some of the problems marketers face in using contests and sweepstakes? Discuss steps they can take to avoid these problems.

Q: A report by a rebate fulfillment service showed that the average redemption

A report by a rebate fulfillment service showed that the average redemption rate for a $50 rebate on a product that costs $200 is only 35 percent. Why do you think redemption rates for rebates are so...

Q: Discuss the various types of trade promotions used by marketers giving attention

Discuss the various types of trade promotions used by marketers giving attention to the objectives as well as the pros and cons of each.