Describe the three characteristics that advertising appeals should have?
What will be an ideal response?
Advertising appeals should be meaningful, believable, and distinctive. Meaningful appeals point out benefits that make the product more desirable or interesting to consumers. Believable appeals lead consumers to believe that the product or service will deliver the promised benefits. Finally, distinctive appeals should tell how the product is better than the competing brands.
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Socially responsible actions benefit employees and the community while costing the company nothing.
a. true b. false
There is often tension between objectives of increasing market share and increasing profits because:
A) some of the activities required to increase share lower profit margins and increase costs. B) market share and profits cannot be increased simultaneously. C) market penetration strategy, an effective strategy to increase share, usually results in negative earnings. D) market share is a prerequisite to increase in profits.