Describe in your own words the fundamental logic underlying the principle of recency (or what also is referred to as the shelf-space model of advertising). Is this model always the best model to apply in setting media allocations over time?
Answer to relevant QuestionsIt is desirable that the measurement of advertising effectiveness focuses on sales response rather than on some precursor to sales, yet measuring sales response to advertising is typically difficult. What complicates the ...With reference to Frito-Lay’s copy tests in Table 17.3, the results reveal that of the 23 commercials tested, only 57 percent of the tests generated significant differences in sales between the split panels tested. Assume ...If you were an account executive in an advertising agency, what would you tell clients to convince them to use (or not to use) the GfK MRI Starch Ad Readership Studies? In your own words, explain why EDLP(M) pricing diminishes forward buying and diverting. Can EDLP(M) be challenging to implement? Generalization 8 asserted that promotions in one product category affect sales of brands in complementary and competitive categories. Tostitos tortilla chips were used as an example of this generalization. Provide examples ...
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