Successful firms use project portfolio planning routinely to:
A) Make quantum jumps from one product to another.
B) Develop products with long lead times and plan ahead.
C) Move as quickly as possible into new territory.
D) Move at glacial pace always within the same product line.
B
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Sharada Jones led her marketing team in developing a new advertising campaign
Before placing and running the advertisements, she wants to assess whether the campaign will effectively work toward her company's marketing objective of increasing brand awareness. Which of the following tools should Sharada choose? A) hurdle rating B) copy testing C) a purchase funnel D) return on key performance indicators E) return on marketing investment
Author Richard Laermer recommends that marketers avoid doing all of the following EXCEPT for
A) sending thank-you gifts to reporters. B) having colleagues handle media relations if they do not possess the connections. C) lying. D) ignoring small media outlets. E) meeting deadlines.