Go through a Sunday newspaper and select three FSIs. Analyze each in terms of what you think are the marketer’s objectives in using this particular promotion. Do not restrict your chosen FSIs to just those offering coupons.
Answer to relevant QuestionsPresent a position on the following statement (voiced by a student who read a previous edition of this textbook): “I can’t understand why in Table 20.1 mail-in premiums are positioned as accomplishing just a trial-impact ...How can sales promotion reinforce a brand’s image? Is this a major objective of sales promotion? Is ambushing unethical or just smart, hard-nosed marketing? With thoughts of the GM Volt in mind, if you were the brand manager, what would you do to generate explosive self-generating demand? Explain why the POPAI Consumer Buying Habits Study probably overestimates the percentage of unplanned purchases and underestimates the percentage of specifically planned and generally planned purchases.
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