Alex Jones & Co . . is about to launch a major Advertising & Promotion ( (
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Question:
Alex Jones & Co. is about to launch a major Advertising & Promotion (A&P) campaign in a brand−new market for one of their existing product lines. They are not sure how the consumers would react to their product line. Which strategy would you recommend for their market launch?
Take a conservative approach and target only certain market segments
Conduct a customer survey to use as input to their A&P campaign
Use prior launch experience in shaping their A&P campaign
Identify the potential risks and develop an A&P program that mitigates the risks
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ISBN: 9781337406642
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Authors: Robert A. Novack, Brian Gibson, Yoshinori Suzuki, John J. Coyle
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