Discuss the difference between consumer-oriented promotions and trade-oriented promotions and the role each plays in a marketers IMC program. What are the various objectives for each category of sales promotion?
Answer to relevant QuestionsWhat are some of the reasons brand managers are allocating more of their promotional budgets to sales promotion rather than media advertising? Do you agree with the critics who argue that the increased use of sale promotion ...Discuss what marketers can do to avoid some of the promotional problems discussed in IMC Perspective 16-2. Do you think the problems that KFC experienced with their promotion in China could have been avoided?The chapter discusses cause marketing, advocacy advertising and issue ads. Explain the differences between these forms of communication and give examples of each.Marketers have turned to physiological measures in an attempt to determine the effectiveness of their advertising. Discuss some of the methods being used, and the advantages and disadvantages of each.Discuss how global marketers might use the 2022 FIFA World Cup soccer tournament that will be held in Qatar as an integrated marketing communications opportunity. What types of companies are best suited to use the World Cup ...
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