A concluding section of this chapter indicated that promotion agencies have become an increasingly important resource for brand managers in planning and executing promotional programs. One could argue that the fees brand managers pay for the services of promotion agencies might better be spent elsewhere—for example, on increased advertising levels. Present arguments both in favor of and in opposition to hiring promotion agencies.
Answer to relevant QuestionsOne of the major trends in product sampling is selective sampling of targeted groups. Assume you work for a company that has just developed a new candy bar substitute that tastes almost as good as a regular candy bar but has ...Using Table 19.3 as a rough guide, calculate the full cost per redeemed coupon given the following facts: (1) face value = 75 cents; (2) 20 million coupons distributed at $7 per thousand; (3) redemption rate = 3 percent; (4) ...How can sales promotion reinforce a brand’s image? Is this a major objective of sales promotion? As mentioned in the chapter, event sponsorship expenditures in the United States far exceed investments in cause-oriented sponsorships—basically more than a tenfold differential ($21 billion versus $1.7 billion). Why, in ...During past decades, cigarette advertisements were responsible for a very large percentage of all billboard advertising in the United States. The same is true for alcohol. What explanations can you offer for why these ...
Post your question