Author Question: Polk's Sausage wants to develop a promotion that will enhance and reinforce this brand's image. Name ... (Read 92 times)

xclash · **on:** Jun 28, 2018

Polk's Sausage wants to develop a promotion that will enhance and reinforce this brand's image. Name and describe consumer promotions that are appropriate for achieving this objective.

Question 2

Research with television commercials has identified a structured, well-defined hierarchy of impressions that includes seven major types of advertising impressions.
a. True
b. False
Indicate whether the statement is true or false

frejo · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

As can be seen in Table 20.1, self-liquidating offers, sweepstakes, and contests are recommended to achieve this objective. Attractive self-liquidating offers can serve to enhance a brand's image by associating the brand with a positively valued premium item. SLOs are often used by brand managers as a complement to sweepstake offers. In a sweepstakes, winners are determined purely on the basis of chance, and the choice of prize can enhance a brand's image. In a contest, the participant must act according to the rules of the contest and may or may not be required to submit proofs of purchase.

Answer to Question 2

False