A regulatory disadvantage is increased prices resulting from a reduction in a seller’s
‘informational market power.’
Station format is a major consideration in the choice of radio vehicles.
In terms of profitability, investing in advertising can be justified only if the incremental
revenue generated from the advertising effort exceeds the increase in advertising
expense.
Reactive marketing public relations deals typically with changes that have negative
consequences for an organization.
Research has demonstrated that brand names that include back vowels (versus front
vowels) convey attribute qualities such as smallness, lightness, mildness, thinness,
femininity, weakness, and prettiness.
The message channel is the path through which the message moves from source to
receiver.
Peripheral cues may play a more important role than message arguments in determining
the outcome of a persuasive effort.
Target rating points (TRPs) adjust vehicle ratings to reflect just those individuals who
actually were exposed to the advertisement.
Whether one chooses to invest or disinvest in advertising a brand depends largely on
expectations about how advertising will influence a brand’s sales volume and revenue.
Age is the best indicator of how an individual lives and what role consumption plays.