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The notion underlying good packaging is gestalt, which means that people react to the
unified whole, not to the individual parts.
One reason firms have not practiced IMC is because outside suppliers, such as
advertising, public relations, and promotion agencies, have been reluctant to broaden
their function beyond the one aspect of marketing communications in which they have
developed expertise and built their reputations.
Consumers who use sales promotions receive various utilitarian and hedonic benefits.
Assume that you are the marketing director for a computer parts manufacturer that
wants to use rebates as a promotional tool. Explain what rebate fraud is and how you
would possibly control this problem.
Attitudes are constantly changing.
Outcome-based programs represent the oldest approach to agency compensation.
According to the ELM theory, the form of persuasion will depend on the characteristics
of the market and the strengths of the marketing communicator's relative market
position.
List the four requirements for a good brand name, and discuss how some brands
succeed while appearing to be entirely at odds with the "rules" for creating good brand
names.
Historically, advertising agencies charged a standard commission of 20 percent of the
gross amount of media billings.
A basic assumption of the Starch procedure is that respondents in fact do remember
whether they saw a particular ad in a specific magazine issue.
