Show your understanding of Equation 9.4 and the data presented in Table 9.5 by constructing a spreadsheet (using, for example, Microsoft’s Excel) and altering the elasticity coefficients for different beers. For example, just as MillerCoors’ elasticity coefficient was changed from 0.11 to 0.15 while holding all the others constant at 0.11, you may want to vary the coefficient for, say, Heineken.
Answer to relevant QuestionsAdvertising is said to be “a deposit in the brand equity bank,” but only if the advertising is “strong.” Explain. 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 ...Some critics contend that advocacy, or issue, advertising should not be treated as a legitimate tax-deduction expenditure. Present and justify your opinion on this matter. Identify several TV commercials or magazine ads that use sex appeals. Describe each advertisement and then explain whether an appeal to sex is appropriate or inappropriate for the brand. Identify three or four products for which you feel appeals to guilt might be a viable approach to persuading consumer acceptance of a brand. What kinds of products do not lend themselves to such appeals? Explain why you feel ...
Post your question