________ provides reasons for customers to pay a premium for a firm's products and exhibit a strong brand preference

The greater the likelihood that an action will result in a harmful outcome, the more likely that marketers will recognize a problem as unethical

Indicate whether the statement is true or false a. True b. False

Which of the following is the best example of a long-term advertising action?

A) a local newspaper ad announcing a department store's spring sale starting on Saturday B) a national newspaper insert of coupons for a company's line of household cleaning supplies C) a direct-response television commercial with a 1-800 number for consumers to call to order the featured product D) a national magazine advertisement introducing a new line of low-fat frozen yogurt E) a catalog company offering 15% off one item for consumers who order by a given date