4. (a)What are reasons brand managers are allocating more of their marketing communications budgets to sales promotion rather than advertising? Does the increased use of sales promotion undermine brand equity? Explain. (b) What is meant by a sales promotion trap or spiral? What are the options for companies in deciding whether to participate in promotional wars? Explain. (c) Explain the following statement: “overly powerful sales promotions can overshadow the benefits of the brand”
4. (a)What are reasons brand managers are allocating more of their marketing communications budgets to sales promotion rather than advertising? Does the increased use of sales promotion undermine brand equity? Explain. (b) What is meant by a sales promotion trap or spiral? What are the options for companies in deciding whether to participate in promotional wars? Explain. (c) Explain the following statement: “overly powerful sales promotions can overshadow the benefits of the brand”
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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4. (a)What are reasons brand managers are allocating more of their marketing communications budgets to sales promotion rather than advertising? Does the increased use of sales promotion undermine brand equity? Explain. (b) What is meant by a sales promotion trap or spiral? What are the options for companies in deciding whether to participate in promotional wars? Explain. (c) Explain the following statement: “overly powerful sales promotions can overshadow the benefits of the brand”
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