The dual-coding theory holds that pictures are represented in the memory in verbal as
well as visual form, whereas words are less likely to have visual representations.
Temporary retail price reductions substantially increase sales, both in the short- and
long-term.
There are three basic ways by which companies can add value to their offerings:
innovating, altering consumer perceptions, and lowering price.
The major green communications efforts involve advertisements that promote green
products, environmentally friendly packaging, seal-of-approval programs that promote
green products, cause-oriented communication efforts that support green products, and
point-of-purchase display materials that are environmentally efficient.
List and describe five point-of-purchase materials that you have seen that you feel are
excellent and five examples that could be improved. Discuss how each of these ten
examples can be improved.
To employ marketing-mix modeling, a relatively long series of longitudinal data (i.e.,
two-year period) is required.
By closely integrating multiple communication tools and media, brand managers
achieve duplicity, which means multiple methods in combination with one another yield
more positive communication results than do the tools used individually.