Which of the following is NOT a characteristic by which completed ...

[Tazate]

Which of the following is NOT a characteristic by which completed promotion programs can be judged?
 a. eliteness
  b. effectiveness
  c. execution ease
  d. expense
  e. efficiency

Question 2

Edwin L. Artzt, former chairman and CEO of Procter & Gamble, draws an analogy between exercising and advertising. Explain the meaning of this analogy, particularly in reference to brand equity.

[ktidd]

Answer to Question 1

a

Answer to Question 2

Mr. Artzt is pointing out that advertising, like exercising, is an investment in the future. Moreover, like exercise, it is easy to stop advertising or postpone it because there is no immediate penalty for the interruption. Advertising momentum is like exercise. Stop exercising, and you will lose conditioning and probably gain weight. Stop advertising, and your brand likely will lose some of its equity and market share as well.

[Tazate]

Thank you

[ktidd]

No problemo