Author Question: Which of the following statements is FALSE concerning in- and on-pack coupons? a. There are ... (Read 98 times)

james9437 · **on:** Jun 29, 2018

Which of the following statements is FALSE concerning in- and on-pack coupons?
a. There are virtually no distribution costs.
b. They have the lowest redemption rates of all the coupon-distribution methods.
c. They offer delayed value to consumers.
d. They do not reach nonusers of the carrying brand.
e. Trade interest is relatively low due to the delayed nature of the offer.

Question 2

To employ the profit-maximization rule for budget setting, the advertising decision maker must know the _____ for every brand for which a budgeting decision will be made.
a. consumer-response factors
b. sales-to-advertising response function
c. availability ratio
d. return on investment calculation
e. hierarchy-of-effects model