Briefly discuss some of the pros and cons an advertising manager for a producer of sports equipment might want to think about in deciding whether to advertise on the Internet.
Answer to relevant QuestionsDiscuss the use of testimonials in advertising. Which of the four AIDA steps might testimonials accomplish? Are they suitable for all types of products? If not, for which types are they most suitable? Give an example of a marketing mix that has a high price level but that you see as a good value. Briefly explain what makes it a good value. Distinguish between one-price and flexible-price policies. Which is most appropriate for a hardware store? Why? Why do many department stores seek a markup of about 30 percent when some discount houses operate on a 20 percent markup? Distinguish between leader pricing and bait pricing. What do they have in common? How can their use affect a marketing mix?
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