Discuss the future of smaller advertising agencies now that many of the largest are merging to form mega-agencies.
Answer to relevant QuestionsDoes advertising cost too much? How can this be measured? Explain why P&G and other consumer packaged goods firms are trying to cut back on some types of sales promotion like coupons for consumers and short-term trade promotions such as “buy a case and get a case free.” Give three examples where advertising to intermediaries might be necessary. What are the objective(s) of such advertising? How would a ban on freight absorption (that is, requiring F.O.B. factory pricing) affect a producer with substantial economies of scale in production? What pricing objective(s) is a skimming pricing policy most likely implementing? Is the same true for a penetration pricing policy? Which policy is probably most appropriate for each of the following products: (a) A new ...
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