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Author Question: Which of the following is NOT a characteristic by which completed promotion programs can be judged? ... (Read 41 times)

Tazate

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on: Jun 28, 2018
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

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Reply #1 on: Jun 28, 2018
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.


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Tazate

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Reply #2 on: Jun 28, 2018
Thank you


ktidd

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Reply #3 on: Jun 28, 2018
No problemo


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