A ____ strategy consists of manufacturers directing advertising and promotion at the consumers.
Which of the following is not a factor accounting for the shift from consumer advertising to promotion?
reduced brand parity and price sensitivity
Deals offered periodically to the trade that permit retailers to deduct a fixed amount from the invoice are called ____.
The proportion of switchers drifting from low to high-quality brands when the latter is on deal is higher than the proportion moving in the other direction when a low-quality brand is on deal. This situation describes a switching behavior that is ____.
Sales promotion cannot ____.
permanently stop an established brand’s declining sales trend
Trade promotions are most effective when ____.
they generate immediate sales
What are the three basic forms of sales promotion?
consumer-market, trade-market, and business-market
Which of the following sales promotion tactics runs the greatest risk of eroding a brand image or value?
a price incentive
Support media are given that name because they
to provide ambiance and differentiate their store from others
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