Author Question: A promotion program's _____ is the sum of the direct outlays invested in the promotion. a. expense ... (Read 31 times)

folubunmi · **on:** Jun 28, 2018

A promotion program's _____ is the sum of the direct outlays invested in the promotion.
a. expense
b. efficiency
c. execution ease
d. equity enhancement
e. effectiveness

Question 2

List and describe the five functions of advertising.

shayla · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

a

Answer to Question 2

Advertising's functions include:
1 . Informing. One of advertising's most important functions is to publicize brands. Advertising makes consumer aware of new brands, educates them about a brand's distinct features and benefits, and facilitates the creating of positive brand images. Another valuable information role is teaching new uses for existing brands, called usage expansion advertising.
2 . Influencing. Effective advertising influences prospective customers to try advertised products and services by influencing primary demand (i.e., demand for a product category) and secondary demand (i.e, demand for a company's brand).
3 . Reminding and increasing salience. Advertising keeps a brand fresh in the consumer's memory. Advertising increases salience, increases interest in mature brands, and influences brand switching.
4 . Adding value. Advertising adds value to brands by influencing perceptions.
5 . Assisting other company efforts. Advertising is just one member of the marcom team. At times its primary role is to facilitate other marcom efforts.