Discussion Questions Lop

1. Outline promotion objectives for a packaged food product in an assumed market segment.

2. Develop a promotion-expenditure strategy for a household computer to be marketed through a large retail chain.

3. Will promotion-expenditure strategy for a product in the growth stage of the product life cycle be different from that for a product in the maturity stage? Discuss.

4. How may a promotion budget be allocated among advertising, personal selling, and sales promotion? Can a simulation model be developed to figure out an optimum promotion mix?

5. Is comparison advertising socially desirable? Comment.

6. Should the media decision be made before or after the copy is first developed?

7. Which is more effective, an emotional appeal or a rational appeal? Are emotional appeals relevant for all consumer products?

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