Author Question: All of the following are factors causing problems with estimating sales volume from test markets ... (Read 21 times)

cool · **on:** Jun 28, 2018

All of the following are factors causing problems with estimating sales volume from test markets EXCEPT:
a. unrealistic store conditions.
b. overattention.
c. time lapse.
d. media isolation.

Question 2

The term short-term solution in a Marcom program refers to:
a. not spending enough on initial promotions and instead putting budget dollars into television and other types of advertising.
b. allocating budget dollars to only one type of promotion for a product.
c. spending excessive amounts on promotion to create quick sales while failing to invest sufficiently in advertising to build a brand's long-term equity.
d. basing a program's marcom needs on what competitors are doing with similar brands.