Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Explain how to calculate the return on investment for a sampling investment.
Pay-for-performance programs and the efficient consumer response (ECR) initiative
have similar outcome objectives.
Compare and contrast proactive and reactive marketing public relations, and give an
example of each.
What major issues regarding the selection of an endorser might executives of
corporations consider before making an offer?
Some critics have claimed that sponsorship arrangements often involve little more than
managerial ego trips.
Advertising spending as a percentage of total marketing communications expenditures
has increased in recent years.
The NAD cannot impose fines on deceptive advertisers, but the NARB can.
Comparative advertising generates fewer purchases than noncomparative ads.
Contests generate greater response than sweepstakes.
Relative advantage is a function of consumer perception and whether a product is better
by objective standards.
