M: Marketing, 6e (Grewal)
Chapter 18 Advertising, Public Relations, and Sales Promotions
1) One problem facing advertisers is that consumers screen out messages that are not relevant to
them.
2) The target audience for advertisers is not always the same as current users of the product.
3) Glenn is trying to promote his new, self-published financial guidebook. By directly promoting
it to readers in Wall Street Journal, he is using a push strategy.
