Offer an explanation as to why, in general, increasing advertising weight is an insufficient means of increasing brand sales.
Answer to relevant QuestionsExplain your understanding of why in the case of mature products with familiar brands greater advertising weight is effective in increasing sales only when affective cues are used in advertising the brand. If you were an account executive in an advertising agency, what would you tell clients to convince them to use (or not to use) the GfK MRI Starch Ad Readership Studies? Explain why selling private brands often enables large retail chains to pocket trade deals instead of passing their reduced costs along to consumers in the form of lower product prices. How can a manufacturer’s use of trade- and consumer-oriented promotions generate enthusiasm and stimulate improved performance from the sales force? A packaged goods company plans to introduce a new bath soap that differs from competitive soaps by virtue of a distinct new fragrance. Should sampling be used to introduce the product?
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