What are your thoughts about the value (or lack of value) of using measures of physiological responses, such as the galvanometer?
Answer to relevant QuestionsCompare and contrast the Ipsos ASI Next*TV® measure with comScore ARS’s Share of Choice method. In your opinion, why do commercials for familiar brands with strong equities wear out less rapidly than is the case for unfamiliar brands? The term promotional inducement has been suggested as an alternative to sales promotion. Explain why this term is more descriptive than the established one. Why, in your opinion, is the Internet a good medium for offering sales promotions to consumers? How has social media helped to provide sales promotions to consumers? A concluding section of this chapter indicated that promotion agencies have become an increasingly important resource for brand managers in planning and executing promotional programs. One could argue that the fees brand ...
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