Many insurance companies sell health insurance plans to companies. In these companies the employees pick the plan, but the set of offered plans is determined by the company. Recently Blue Cross–Blue Shield, a health insurance company, ran a television ad stating, “If your employer doesn’t offer you Blue Cross–Blue Shield coverage, ask why.” Explain the promotional strategy behind the advertisement.
Answer to relevant QuestionsIdentify the sales promotion tools that might be useful for (a) Tastee Yogurt, a new brand introduction, (b) 3M self-sticking Post-it® Notes, (c) Wrigley’s Spearmint Gum.How does competitive product advertising differ from competitive institutional advertising?What are two advantages and two disadvantages of the advertising posttests described in the chapter?You are a brand manager for a sneaker manufacturer like Nike or Under Armour and are trying to use Facebook to reach (a) College-age women (b) Men over 55 years of age. What three or four “likes” or interests would you ...About 70 percent of Internet users have actually purchased something online. Have you made an online purchase? If so, why do you think so many people who have access to the Internet are not also online buyers? If not, why ...
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