Discuss the reasons why new brands with a smaller market share spend proportionately more on advertising than brands with a larger market share.
What is an advertising appeal? Give some examples of advertising appeals you have observed recently in the media.
What are the advantages of radio advertising?
At what stage in a product’s life cycle are pioneering, competitive, and comparative advertising most likely to occur? Give a current example of each type.
How can advertising and publicity work together? Give an example.
What is the primary factor that determines sales promotion objectives? Name some different types of sales promotion techniques, and explain the type of customer they are intended to influence.
Discuss how different forms of sales promotion can erode or build brand loyalty. If a company’s objective is to enhance customer loyalty to its products, which sales promotion technique would be most appropriate?
What forms of consumer sales promotion might induce impulse purchases? What forms of sales promotion are more effective at persuading consumers to switch brands?
How does trade sales promotion differ from consumer sales promotion? How is it the same?
What are the main forms of trade sales promotion? Which type might be most enticing to a grocery store manager? To a buyer for a major electronics chain?