Author Question: What usually accounts for the highest amount in the full cost of a coupon? a. handling charge b. ... (Read 14 times)

jerry coleman · **on:** Jun 29, 2018

What usually accounts for the highest amount in the full cost of a coupon?
a. handling charge
b. redemption cost
c. internal preparation and processing cost
d. face value
e. consumer misredemption cost

Question 2

Explain the criteria that good marcom objectives must satisfy.

blakeserpa · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

d

Answer to Question 2

The criteria for good marcom objectives are:
1 . Include a precise statement of who, what, and when. At a minimum, objectives should specify the target audience (who), indicate the specific goal, such as awareness level, to be accomplished (what), and indicate the relevant time frame (when) over which the objective is to be achieved.
2 . Be quantitative and measurable. Objectives must be stated in quantitative terms so as to be measurable.
3 . Specify the amount of change. In addition to being quantitative and measurable, objectives must specify the amount of change they are intended to accomplish.
4 . Be realistic. Unrealistic objectives cannot be accomplished in the time allotted to the proposed marcom campaign.
5 . Be internally consistent. Objectives set for a particular element of a marcom program must be compatible with objectives set for other marcom components.
6 . Be clear and in writing. For objectives to accomplish their purposes of fostering communication and permitting evaluation, they must be stated clearly and in writing so that they can be disseminated to marcom personnel who will be held responsible for seeing that the objectives are accomplished.