Evaluate the effectiveness of coupons as a sales promotion tool. How would you respond to critics who argue that they are inefficient since less than 2 percent of coupons are redeemed?
Answer to relevant QuestionsDiscuss the type of company that would be likely to offer discounts to consumers using Groupon.com. What are the pros and cons of a company using this type of promotional offer? As noted in the chapter lead in, many companies have suffered from the consequences of negative publicity. Discuss what companies might do to ward off the negative impact of bad press. How well did companies in the lead-in ...Explain how social networks can both help and hurt companies in regard to publicity.Explain why it is so difficult to measure the effectiveness of an IMC program that uses multiple program elements.Why are so many multinational companies expanding into China? What challenges do marketers and advertising agencies face in developing IMC programs for the Chinese market?
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