Discuss the advantages and limitations of using awareness as an advertising objective. When may this objective be appropriate?
Answer to relevant QuestionsIdentify and discuss the important differences between advertising and sales promotion strategies in promotion strategy. The ETHICS APPLICATION highlights several aspects of ethics that are relevant to salespeople. Discuss why salespeople are more likely to be confronted with ethical situations than manufacturing employees. Suppose you have been asked to evaluate whether a regional camera and consumer electronics retailer should obtain Internet space. What criteria should be used in the evaluation? Direct marketing is similar in many ways to advertising. Why is it important to view direct marketing as a specific group of promotion methods? What characteristics would you seek in a candidate for a global account management position?
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