Allison is trying to determine how much to allocate for advertising and how much to allocate for promotions during the next year. Which implementation decision is Allison making?
a. mixing elements
b. creating messages
c. selecting media
d. establishing momentum
e. targeting
Question 2
You are the product manager for Buckstars Coffee, a nationally distributed brand. Buckstars has been declining in absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to determine why sales have declined. The most appropriate research strategy is
a. an experimental study.
b. a field experiment followed by an exploratory study.
c. an experimental study followed by a descriptive study.
d. an exploratory study.
e. a descriptive study involving a field survey of actual and potential customers.
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