The amount paid to the consumer when he or she redeems the coupon at a retail checkout along with a purchase of the brand for which the coupon is offered is known as the _____.
a. value proposition
b. redemption rate
c. face value
d. discount rate
e. redemption cost
Question 2
Nathan is determining next year's advertising budget by establishing specific marketing objectives, assessing the communication functions that must be performed to accomplish those objectives, determining advertising's role in the total communication mix, establishing specific advertising goals in terms of the levels of measurable communication response required to achieve the marketing objectives, and establishing the budget based on estimates of expenditures required to accomplish the advertising goals. Which advertising budgeting method is Nathan using?
a. percentage-of-sales method
b. objective-and-task method
c. competitive parity method
d. affordability method
e. comparative method
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