The elasticity of sales to communication was summarized in the table below. Channels length short medium long

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The elasticity of sales to communication was summarized in the table below.

Channels length short medium long

Advertising 2.50 4.22 8.42

Personal selling 8.21 0.88 0.15

Promotion 0.24 1.95 1.98

Publicity 0.11 0.23 0.18

(a) Using means, compare the elasticities of sales to communication [10 marks]

(b) Based on your results in (a) describe the following:

(i) channel responsiveness [5 marks]

(ii) communication responsiveness [5 marks]

Related Book For answer-question

Statistics The Exploration & Analysis of Data

ISBN: 978-1133164135

7th edition

Authors: Roxy Peck, Jay L. Devore

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Posted Date: Nov 06, 2022 12:40 AM

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The elasticity of sales to communication was summarized in the table below. Channels length short medium long

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Statistics The Exploration & Analysis of Data

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