IMC Perspective 16-1 discusses the contest Unilever and its ad agency developed to launch the new Axe Apollo men’s personal care product line. Evaluate this contest as a consumer franchise building promotion for the Axe Apollo brand.
Answer to relevant QuestionsEvaluate 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?What is meant by a sales promotion trap or spiral? Evaluate the promotional war that has developed in the fast-food industry as various competitors promote their 99 cents or dollar menus. What are the options for companies ...Some marketers consider corporate advertising a waste of time and money. What are some of the reasons they feel this way? Take a position pro or con corporate advertising and defend it.Explain why different metrics may be more useful to marketers in determining the effectiveness of their advertising at different times. Give examples of which metrics may be useful as consumers go through the purchase ...Global Perspective 19-1 discusses how many multinational companies have been focusing more attention on the 4 billion consumers who live in the remote, rural communities of developing countries. Discuss the challenges ...
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