Question: Alex Jones & Co . . is about to launch a major Advertising & Promotion ( ( A&P ) ) campaign in a brand

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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