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Procter & Gamble is a company that spends billions...




Procter & Gamble is a company that spends billions of dollars annually on marketing communications, primarily because they have so many brand offerings in several product categories. Some of these expenditures are used on marketing communications targeted to end-user consumers of their brand, and other expenditures are used on marketing communications targeted to intermediaries in the channel of distribution. 3. As part of its marketing communications effort, P&G uses many forms of consumer-direct sales promotions, such as coupons, rebates, sweepstakes, gifts and rewards. Which type of communication strategy do these types of tactics represent? a) price promotion b) pull communications c) push communications d) pulse communications e) heavy-up communications Why? a) 4. P&G doubled advertising for one of their brands and realized a sales increase from $2,000,000 to $2,500,000 in that period of time. What is the advertising elasticity for that brand? Show your work. a) 0.025 b) 0.25 c) 2.5 d) 25 e) 250 5. Since many of P&G?s consumer products are products used every day to satisfy customer needs, the company advertises frequently. However, the cost of advertising has increased dramatically over the years and P&G is concerned about the potential for copy wear-out and customer irritation due to overexposure. Propose a reinforcement strategy to help P&G maintain a desired level of awareness that is cost efficient and effective. _____________________ Why?


Paper#14003 | Written in 18-Jul-2015

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