Which of the following sales promotion tactics runs a risk of eroding a brand image or value?
a. A frequency program
b. A price incentive
c. A sweepstake
d. A contest
Question 2
Why are systems such as PRIZM used widely by advertisers for segmentation?
a. because they provide deep segment description
b. because they allow for segmentation on the basis of frequency of usage
c. because they provide deep insights into consumers' motivations
d. because they emphasize the understanding of consumers' activities, interests, and opinions
Figure 7.1 shows the rapid decline in the trust of Americans in government since the 1960s. This de
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