In order to have some of its cereals highlighted in a mailing sent out by Safeway, General Mills has agreed to pay a portion of their costs associated with the advertising mailer. General Mills' payment is designed to
A) facilitate reseller support.
B) encourage product trial.
C) retain loyal customers.
D) identify prospects.
E) reduce sales fluctuations.
Question 2
When marketers are considering cause-related advertising, it should be stressed that this type of advertising works best when the company involved
a. needs to do damage control.
b. is motivated to create close relationships with consumers.
c. chooses an issue that connects with its business.
d. wants to create a buzz about an exciting product.
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