Does advertising cost too much? How can this be measured?
Answer to relevant QuestionsIs it unfair to criticize a competitor’s product in an ad? Explain your thinking. Discuss some ways that a firm can link its sales promotion activities to its advertising and personal selling efforts—so that all of its promotion efforts result in an integrated effort. What does it mean to say that “money is invested in advertising”? Is all advertising an investment? Illustrate. 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. How would differences in exchange rates between different countries affect a firm’s decisions concerning the use of flexible-price policies in different foreign markets?
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