Author Question: Buick ran a contest that provided entrants with the opportunity to win a new Buick Lucerne. The ... (Read 89 times)

ahriuashd · **on:** Jun 28, 2018

Buick ran a contest that provided entrants with the opportunity to win a new Buick Lucerne. The ultimate purpose of the contest was to encourage people to visit Buick dealerships. Of the more than 500,000 entrants to the contest, 3,000 agreed to take a test drive. This promotion generated a large number of potential Buick purchasers and also contributed to Buick's large and expanding _____.
a. brand image
b. geographic reach
c. online brand community
d. new driver segment
e. database

Question 2

When consumers have well-established brand preferences, as often happens during the decline stage of a product's life cycle, what is the most appropriate combination of advertising and price elasticity to apply?
a. build image via increased advertising
b. grow volume via price discounting
c. decrease advertising and discount prices
d. maintain the status quo
e. increase advertising and/or discount prices