Author Question: Harvey is a brand manager for a national brand of soft drinks. He is making the implementation ... (Read 59 times)

future617RT · **on:** Jun 28, 2018

Harvey is a brand manager for a national brand of soft drinks. He is making the implementation decisions in the marcom decision process, and he wants a marcom tool that is most capable of directly affecting consumer behavior. Which tool should he use?
a. advertising
b. sales promotion
c. publicity
d. events
e. point-of-purchase display

Question 2

Exploratory studies are very inflexible with regard to methods.
a. True
b. False
Indicate whether the statement is true or false