Answer to Question 1
Over the past decade, many marketers have moved the emphasis of their spending away from traditional advertising and toward sales promotionsthose involving consumer, trade, and/or business populations. There are several reasons why marketers have been shifting funds from mass media advertising to sales promotions:
1 . Managers are demanding greater accountability for promotional spending.
2 . Organizations and stockholders are setting a short-term orientation toward generating revenue.
3 . Consumers are responding positively to sales promotions.
4 . Marketers are causing a proliferation of brands in many product categories, while also needing to gain attention and differentiate their brand.
5 . Retailers are becoming more powerful by demanding recompense from manufacturers in return for giving brands favorable placement or other special attention.
6 . Advertising clutter is taking over mass media and requiring greater ingenuity to achieve breakthrough.
Answer to Question 2
False
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