Research results were presented showing that sales volume is about 14.6 times more responsive, on average, to changes in price than to changes in advertising. Explain exactly what this means for the brand manager of a brand who is considering whether to grow sales by increasing advertising expenditures or lowering the price.
Answer to relevant QuestionsData in this same section indicated that nondurable goods (versus durables) are relatively more responsive to price cuts than advertising increases. Offer an explanation for this differential. Using the laddering procedure that was described in the chapter, select a product category of your choice, interview one individual, and construct that person’s hierarchical map, or ladder, for two product attributes that ...Consumers occasionally find television commercials to be humorous and enjoyable. Some advertising pundits claim that such commercials may capture attention but are frequently ineffective in selling products. What is your ...Infomercials are long commercials that generally last from 30 to 60 minutes. These commercials typically are aired during fringe times and frequently promote products such as diet aids, balding cures, and exercise products. ...Based exclusively on the data in question 13, if you were an advertiser deciding whether to advertise your brand just to people aged 18 to 24, just to the 25-to-34 age group, or to both age groups, what would be your ...
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