One reason for the growth of direct mail is the rising cost of ...

[geoffrey]

One reason for the growth of direct mail is the rising cost of television advertising and increasing audience fragmentation.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

Select any consumer product. Explain the best way to promote the product for the awareness class, trier class, and repeater class.

[kaylee05]

Answer to Question 1

True

Answer to Question 2

Students can select any consumer product, but their explanations should include a discussion of the steps in the Model for the Brand Adoption Process and marcom tools used to facilitate each stage. The first step in facilitating adoption is to make consumers aware of a product's existence, and the four determinants of the awareness class are: free samples and coupons, trade shows and personal selling, advertising and social media, and distribution. The first three are marcom activities, and the fourth, distribution, is closely allied in that point-of-purchase materials and shelf placement are aspects of a brand's distribution. Coupons, distribution, and price are the factors that affect the trier class. Repeat purchasing, demonstrated by the repeater class, is a function of five primary forces: personal selling, advertising and social media, price, distribution, and product satisfaction. While it is undeniable that marcom efforts are critical to boosting repeat purchasing, it cannot substitute for poor product performance. Consumer satisfaction is the major determinant of repeat purchasing.

[geoffrey]

Thank you

[kaylee05]

No problemo